“We’ve had a huge callout over the years from women asking us to design mainstream bras,” says Tracey Montford, Creative Director at Cake. “It has never made sense as we would have been competing with the hundreds of well-established brands out there.”
With enough demand for the product, Cake Lingerie is working towards establishing the ‘Sugar Candy’ brand name as a separate entity from its maternity business. One challenge the brand has faced is selling a non-maternity and nursing product under the Cake Maternity brand name.
Sugar Candy – Everyday will be available in 5 sizes (XS-XL) and is designed to fit women from a 30-40 band, G-L cup.
“We are furiously working toward establishing the ‘Sugar Candy’ brand name with possibly a separate website to provide a clear identity to the product,” says Keith Hyams, director at Cake Lingerie. “There is also an extensive marketing campaign starting on social media shortly to promote the Sugar Candy Everyday bra.”
The collection includes two color ways—nude and black—in five sizes (XS-XL), designed to fit women from a 30-40 band, G-L cup size. The bras are priced at $60.
The bra boasts a series of strategically placed internal and external support panels and stabilizers that deliver support, says Katie Brooker, head designer at Cake. “Its carefully molded cups allow for depth and bust projection, without compression,” she adds.
Cake Fit Training: IRL and via Skype
What’s more, the brand has extended its extensive fit training that is currently offered to retailers for all maternity products to its Sugar Candy line. “Cake representatives in the US run fitting events in stores upon request,” says Hyam. “Additionally, the training is available via Skype with fitting experts from headquarters in Sydney.”
Maternity customers benefit from the brand’s ‘Fit School’ guide that covers how to fit the maternity bra, explains differences in sizes between regions and finding the right bra for each stage of pregnancy. They also offer retailers fit booklets to give to customers with every purchase. Up next, the brand is working on an XXL and XXXL version of the bra to extend the range to women in sizes 42-46, G-L cups.