Cosabella and Thinx are poised to find new customers through new partnerships.
The two lingerie brands this month announced deals intended to expand their consumer bases and provide more varied options for shoppers. Family-owned Cosabella has partnered with Walmart-owned Eloquii to create a capsule collection of styles with extended sizing. Thinx, the New York-based startup brand that popularized leak-proof period underwear, will be selling through Nordstrom, online and in stores in major metropolitan areas.
Cosabella, an Italian brand, has partnered with Eloquii, a trend-focused label for women sizes 14+, for a limited-edition lingerie and sleepwear line for Spring 2019.
The 16-piece collection, available in sizes XL to 5X, will be the first time Cosabella has offered sizes that expand that range, according to a press release. Styles include bralettes, hot pants, garter belts, robes, camis, boxers, jumpsuits, teddies, bodysuits and bustiers. The range includes a variety of colorways, including nudes, neutrals, muted pink and burgundy, and a selection of neon shades.
“We are thrilled to finally be designing for a customer we’ve never had the ability to design for before,” said Silvia Cosabella, co-CEO at Cosabella, in a press release. “This collaboration with Cosabella is the perfect example of Eloquii’s revolutionary efforts in merging test-driven fit techniques and fashion trends into a premium product.”
Cosabella x Eloquii is available now exclusively on Eloquii.com, Cosabella.com and at select Eloquii locations.
The deal for Thinx will bring the “period-proof” underwear into select Nordstrom doors as well as the department store’s website, according to Glossy. The wholesale arrangement expands the company’s reach beyond its own website, as well as Selfridge’s in the U.K. Thinx underwear ranges from $24 to $39, and there are four silhouettes available through Nordstrom.
Since its launch in 2014, Thinx has expanded to include six underwear styles in its “classic” fabric blend, three organic cotton choices, as well as a small offering of activewear products. The company has operated pop-up stores in Canada and Australia, and currently has a pop-up shop in New York City, open until the end of February.