Lingerie brand Amoralia wins award
Leading British brand for maternity and nursing underwear, Amoralia, has won the award for the best export business in the Lingerie and Beachwear category at the UK Fashion Export Awards.
Jules Fossett, Director of Amoralia, accepted the award from HRH the Princess Royal, President of UK Fashion Exports.
The business has more than doubled year on year, with highest sales in the US, Germany and Belgium. Its distribution has grown from eighteen stockists in its first season to more than one hundred in eighteen countries.
Amoralia launched its diffusion range with high-end French maternity chain ‘Amor pour Veronique Delachaux’. They supplied the best selling bra to Pea in the Pod, a chain that has more than sixty stores in the US. Online sales have soared thanks to the web site launch and great press awareness.
The design team at Amoralia has changed the once functional commodities into a stylish, fashion-focused range for pregnant and new mums. They also do loungewear swimwear and mother and baby gifts.
The brand is moving forward, focusing on US and Eastern markets and is already represented by four international agents who cover France, The Netherlands, Italy, Germany, Belgium, Denmark and the East and west Coast USA.
