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Bali Intimate Apparel Brand Capitalizing on Successful Bra Innovation With Line Extension

Wednesday, December 18, 2019 10:23 am EST
Bali Intimate Apparel Brand Capitalizing on Successful Bra Innovation With Line Extension

Following its best-selling bra introduction in decades, Bali adds panties and shapewear to the Comfort Revolution EasyLite collection featuring SmoothTec and Cool Comfort technologies

Join the #ComfortRevolution! @Bali_Bras has introduced #EasyLite panties & shapewear to complement one of its best-selling bra styles.Innovative SmoothTec technology means ultra-thin fabric that is virtually invisible under clothing + other great features!

WINSTON-SALEM, N.C.--(BUSINESS WIRE)--Bali, the leading national intimate apparel brand in department stores, has introduced Comfort Revolution EasyLite panties and shapewear to complement one of its best-selling bra style introductions in a decade.

Designed with HanesBrands’ innovative SmoothTec fabric technology, the collection offers ultra-thin fabric that makes the garments virtually invisible under clothing and delivers 360-degree stretch and recovery that allow garments to flex to fit women’s unique bodies, maintain their shape and eliminate ride-up. The addition of the company’s Cool Comfort technology means that the fabric also wicks moisture for added comfort.

Bali EasyLite panties are being launched in hi-cut and brief styles in sizes up to 2XL and the EasyLite shape cami also is offered in sizes through 2XL.

“Bali’s EasyLite collection caters to the specific needs of all women with innovative, feminine designs that are functional and affordable while addressing two of the top undergarment complaints: lines and comfort,” said Maria Teza, vice president and general manager, Bali intimate apparel. “We are excited to expand the EasyLite collection, which offers women intimate apparel that supports their active lifestyles with total comfort.”

The introduction of EasyLite panties and shapewear follows the May 2019 introduction of Bali’s EasyLite wirefree bra featuring no hardware and sizes up to 3XL (46DD). During its first six months, the bra has quickly become one of Bali’s top-10 most popular styles. Additional growth is projected in 2020 as new colors are introduced.

“The launch of our EasyLite bra has been one of the most successful to date and by adding panties and shapewear, we are providing women with total comfort for their every need,” she added. “And we’re delivering on our company’s Innovate to Elevate strategy for growth.”

Hanes’ innovation strategy is to use the capabilities of its large-scale global supply chain and brand strength to offer enhanced products at an accessible price for large numbers of consumers.

Bali EasyLite panties retail for $13 per pair or three pairs for $33. Same as the collection’s bras, the panties are offered in the brand’s TruShade color palette, which delivers an inclusive range of shades to complement women of varying skin tones.

The shape cami is being offered in four colors – nude, black, sandshell and white – and retails for $44.

Both the panty and shapewear cami lines are available now across the nation in Kohl’s, Macy’s, JC Penney and other department stores, as well as online at OneHanesPlace and Amazon.

Bali

Bali, America’s leading national intimate bra brand in the department store channel, offers bras, panties and shapewear. Bali products can be found at leading retailers nationwide and direct to consumers at www.onehanesplace.com.

HanesBrands

HanesBrands (NYSE: HBI) is a socially responsible leading marketer of everyday basic innerwear and activewear apparel in the Americas, Europe, Australia and Asia-Pacific. The company markets T-shirts, bras, panties, shapewear, underwear, socks, hosiery, and activewear under some of the world’s strongest apparel brands, including Hanes, Champion, Bonds, Maidenform, DIM, Bali, Playtex, Bras N Things, Nur Die/Nur Der, Alternative, L’eggs, JMS/Just My Size, Lovable, Wonderbra, Berlei, and Gear for Sports. More information about the company and its award-winning corporate social responsibility initiatives may be found at www.Hanes.com/corporate. Visit our newsroom at https://newsroom.hanesbrands.com/. Connect with the company via social media: Twitter (@hanesbrands), Facebook (www.facebook.com/hanesbrandsinc), Instagram (@hanesbrands), and LinkedIn (@Hanesbrandsinc).

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Bali intimate apparel, the leading national intimate apparel brand in department stores, has introduced Comfort Revolution EasyLite panties and shapewear to complement one of its best-selling bra styles. Innovative SmoothTec fabric technology means ultra-thin fabric that is virtually invisible under clothing and 360-degree stretch and recovery, among other features. (Photo: Business Wire)
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Contact:

Carole Crosslin
(336) 671-3704 (cell)
carole.crosslin@hanes.com

contacts
  • HanesBrands

    1000 E. Hanes Mill Road

    Winston-Salem, NC 27105

    (336) 519-8080

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