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Chico's Fas launches its newest brand TellTale

Apr '19
Pic: Chico
Pic: Chico's Fas Inc
What: Chico's Fas, Inc announces the launch of its newest digital-first brand TellTale for women

USP: TellTale targets women aged 25 to 40.  Launching as a digital-first brand, TellTale is for customers looking for intimate apparel that is sensual and lets them express their distinct personality. the quality/style/value equation will address a gap in the market today for affordable, well-constructed, and fashionable bras. 

Product Line: TellTale will launch with a simple offering of six key bra silhouettes with matching undies, rooted in the idea of sensuality, comfort and self-expression. 

All bra styles will carry signature details, including rose gold TellTale trim and four different closure placements. Sizing will be 32A-40DD and XS to XL.

Price point: $39-$49

Retail presence: www.mytelltale.com from 24 April, 2019

Bytes: Speaking at the event, Shelley Broader, CEO and President, Chico's Fas remarks: "TellTale enables us to capitalise on our intimate's infrastructure with core, proven expertise already in place, addressing a true white space in a growing market. The retail environment is shifting rapidly, and we believe that the winners long-term will be those that have a healthy pipeline of innovation – including innovative approaches to doing business."

Commenting on the occasion, Mary van Praag, President of the Intimate Apparel Group, Chico's Fas, said: "TellTale allows us to target new customers and offer them a different experience than what we offer through our Soma brand intimate apparel. It's exciting to launch a brand in start-up style, with a lean, dedicated team to allow for speed and agility, and I'm thrilled to have Kimberly Grabel, General Manager and Senior Vice President of TellTale, lead this effort for us.”

About Chico’s Fas, Inc: The Company, through its brands – Chico's, White House Black Market and Soma is a leading omnichannel specialty retailer of women's private branded, casual-to-dressy clothing, intimates and complementary accessories. Today, the company operates at 1,418 stores in the US and Canada and sells its merchandise through 83 international franchise locations in Mexico. The merchandise is also available at www.chicos.com, www.chicosofftherack.com, www.whbm.com and www.soma.com as well as through third party channels. (PA)

Fibre2Fashion News Desk – India

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April 2019

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