Brazil-based MyLady, which has been active in the lingerie segment for over 25 years now, already exports to the United States, Chile, Ecuador, Argentina, Portugal and Japan. Now, the brand is preparing its entry into the Arab market via Dubai.
"We have already shipped samples, and now we are in a final phase of negotiating prices and deadlines," says the brand's commercial manager, Alessandra Zegaib.
According to the manager, Arab distributors are interested in the shelf lingerie line, which includes Bermuda shorts, brassieres and body stockings, and is made of technological fabric that covers up imperfections underneath the clothing and promises to treat cellulite.
MyLady's flagship is the manufacturing of lingerie for pregnant and postpartum women. "The company was one of the pioneers in industrial-scale production of postpartum support belts," explains Alessandra. Two years ago, the brand expanded its collections and, ever since, it has worked with Aesthetics, Shelf Lingerie, and Special Size Lingerie items.
Owning mills in the states of São Paulo and Minas Gerais, MyLady produces 50,000 units per month and generates 350 direct jobs. Last year, the company recorded growth of 53% in revenue and of 50% in output, and its share of lingerie sales in Brazil increased by 33%. Furthermore, the brand's online store showed its potential, with a 51% expansion in business volume.
For 2009, the company projects growth of 35%. According to Alessandra, the first step to attain that goal has already been taken, with the launch of the Beautiful Plus lingerie line, for women sized 44 to 54.
MyLady maintains a professional training program in its unit in the city of Brazópolis, state of Minas Gerais, in partnership with the city hall. The initiative aims to prepare labor force (seamstresses) for the textile industry. The program is totally cost-free to participants, and started in September 2008.
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