Underwear retailer, Bras N Things’s new collection has sold over $1 million worth of lingerie after its initial three-week launch phase.

The Body Bliss range launched in mid-May, with a campaign led by Australian models and influencers Tahnee Atkinson, Samantha Harris, Steph Smith, Natalie Roser and Bianca Cheah – a combined digital footprint and total Instagram reach of over 1.77 million followers; Tahnee 103,000, Samantha 65,900, Steph 966,000, Natalie 515,000 and Bianca 138,000.

“From a product, sales and customer feedback perspective the Body Bliss by Bras N Things launch has unquestionably been one of the most successful in our 29 year history,” said George Wahby, CEO, Bras N Things. “The collection itself has proven to be a game-changer in terms of comfort, support and functionality, driven by a tailored launch strategy with a digital focus.”

The campaign launch was supported by a ‘targeted influencer engagement strategy,’ reaching bloggers and social media personalities Australia-wide with a combined following of over 4 million in a bid to engage new Bras N Things customer segments through authentic and relevant content – a first for the retailer.

“We received overwhelming feedback from the Bras N Things retail team nationally about how many women came into their local store showing social media posts of the Body Bliss collection and wanting to try it for themselves,” said Wahby. “It’s amazing to have this direct touch point with the consumer and to be able to connect with them in the farthest corners of the country via social media.”

The underwear retailer said it had developed the range after over two years of research and testing. The range introduces new technology including soft micro sueded fabrics, micro textured wire channelling, micro sueded hooks and eyes with additional adjustments and marshmallow cups.

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