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Amoralia Lingerie & Beachwear win UK Fashion Export Awards

Jul '08
Amoralia, the leading British brand of maternity and nursing underwear, has won the award for the best export business in the Lingerie and Beachwear category at the prestigious UK Fashion Export Awards.

The award was presented to Amoralia's Director, Jules Fossett by HRH the Princess Royal, President of UK Fashion Exports.

Jules Fossett says: “I'm thrilled to win the UK Fashion Export award. It is particularly rewarding as it is the culmination of four years of hard work and this wonderful accolade has given us that recognition.

Our success, with such a niche product, proves that women the world over want stylish maternity underwear.”

Amoralia has successfully demonstrated export excellence: its business has more than doubled year-on-year with the greatest sales increases in Belgium, Germany and the US.

The company also launched a diffusion brand with a high-end French maternity chain, 'Amor pour Veronique Delachaux', and supplied the best-selling bra to Pea in the Pod (60+ stores in the US). Online sales also increased due to greater press awareness and a website relaunch.

Amoralia's design team has successfully managed to turn what was a purely functional commodity into a stylish, glamorous must-have for pregnant and nursing mothers.

The brand has now developed its range to include loungewear and swimwear, as well as mother and baby gifts.

Amoralia's future looks bright. The prize – a stand at the Mode City & Interfiliere Show in Paris in September will encourage new business and lead to more networking opportunities for the brand.

Amoralia, which has grown its distribution from eighteen stockists in its first season to more than a hundred in eighteen countries, is now focusing on the Russian, US and Middle Eastern markets.

The brand is represented by four international agents who cover The Netherlands, France, Germany, Denmark, Belgium, Italy and the East and West coast USA.


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