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Andie, the swimwear brand created for every woman, every activity and every body, today announced the company is expanding into the intimates category with a debut collection,
Andie 24/7. Andie 24/7 is an inclusive intimates line designed for sizes 0-26 (XS-3XL), with timeless styles that are flattering on all skin tones and created sustainably. This launch is the beginning of a significant platform expansion into other categories for Andie.
The Andie 24/7 line features two bralettes and three underwear styles including The Tank Bralette, The Plunge Bralette, The Bikini, The Thong and The Brief. Each style is made from rayon a sustainable, lightweight fabric derived from plant sources and is moisture-wicking, breathable and buttery soft. Bralettes are $28 each, and undies are $12 each. Bundle pricing includes three undies for $27, two bras for $42, and two undies and a bra for $40.
Dive Brief:
DTC swimwear brand Andie, launched in 2017, is looking for growth outside of the swimwear space with an entry into intimates, according to a company press release. Its debut collection, dubbed Andie 24/7, is a line of inclusive intimates in sizes 0 to 26.
The company s first intimates line features two bralettes and three underwear styles: the Tank Bralette, the Plunge Bralette, the Bikini, the Thong and the Brief. Bralettes go for $28, and underwear goes for $12, with discounts for bundles.
An entry into intimates is the beginning of a significant platform expansion into other categories, the brand said.
Dive Insight:
Andie entered the swimwear market shortly after Victoria s Secret exited the category, and with its latest launch, the brand is setting itself up to challenge the stalwart player further, along with others in the segment.