The illusion of a purely online experience is showing its limitations,” observes Legnaioli, “because in our sector, aspects such as fit, materials and the direct product experience remain essential. The mismatch between expectation and reality in terms of fit and texture, coupled with often vague ethical transparency, is driving customers back to physical shops, which must, however, evolve to survive, transforming from mere retail outlets into spaces offering experiences and expert advice.” 

Alessandro Legnaioli,
CEO of Underbeach & President of AIMI

The post Lingerie and beachwear: the ‘comeback’ of retail – Italian Study first appeared on Underlines Magazine.

BEFORE THE DAY:

• Initial desk based analysis & benchmarking of your business results & KPIs to identify where you are versus best in class/good/ average performers and spot opportunities for improvement

ON THE DAY:

• Meet the owner – understand challenges and goals – what would a good result from today be?
• Meat the team, get to know them, hear their ideas and challenges; observe team & individual strengths, development areas and motivations
• Observe and experience the bra fitting service – is it a WOW? Is it leading to maximum sales? Is it leveraging high end service & expertise as opposed to pushy selling? Is it efficient on bang for buck?
• Observe the customer engagement and sales process
• Analyse the sales funnel , identify missed opportunities to sell or upsell and document these with specific examples & reasons for missing the opportunity
• Review store operations: layout, ordering process, marketing tactics, customer database, stock and sales systems
• Review the range – brands, price points, styles, colours , sizes & quantities held – identify opportunities to sell more , clear slow sellers and free up cash to invest in the most profitable lines
• Identify solutions to implement NOW – from when a prospect walks in to when she leaves, step by step – to improve sales and profits
• Hand over a tailored action plan for immediate implementation spanning operations (marketing, merchandising, resourcing), sales & service model (sales techniques and bra fitting expertise) and range & stock management.

The observations:

What a great store & a great team – it was wonderful to see a young, ambitious team doing so many things well and with lots of opportunities to grow further. I came away with a bikini I couldn’t help buying – they came away with an action plan to implement from the next day. There are far too many actions on there to share in one article but here are some snippets…

FITTING PROCESS:

• Focus on delivering a wow with the first bra, then moving into showing the full ‘lingerie drawer’ …finding lots of things the customer loves, building a wish list, identifying several options needed now and in future
• Be more proactive in adjusting people into bras to get the right fit; don’t be afraid to use sister sizes

SALES:

• A one page of ‘key lines’ e.g. to engage/overcome objections
• Broader KPI set (track bra fittings / sales /average sale/details capture) and a daily/weekly/monthly dashboard
• Show the briefs assumptively; link swimwear in to conversation & SHOW IT
• Record all customers on the database; always agree a reason to recontact and DO IT

PRODUCT RANGE:

• Active stock management plan : track sales per week v plan and take action as needed with 4 lists: Keep & Grow, Keep & Modify, Push Harder, Drop
• Increase depth on core lines to drive sales
• Drive sales from Last Chance rail & Sale Rail
• Consider higher price points
• Implement an automated buying process – for better decisions, quicker: analyse sales by size/range/colour and set target stock levels that will deliver an average stock turn of 4

STORE OPERATIONS:

• Consider Good, Better, Best and End Use signposting

Use Customer database to generate lists for follow up contacts to drive sales (post fitting check; new items in sale) to use in quiet times

WHAT THE TEAM SAID:

‘I haven’t had any previous experience in Retail and up until this point we have just kind of made it up as we’ve gone along and it has worked to a point but now I feel like where going to operate on a completely different level my mind has been opened to so many different things that that I wasn’t even aware of so I’m feeling really excited to start implementing everything and actually just see what we can do we want with what we’ve learned so I’m buzzing. I feel so much more confident unlike it’s giving a different level of professionalism to what we do here which is amazing. I’m very, very excited.’ Owner Melissa

‘I feel far more confident after today -I feel far more confident in the Fitting Room.’ New team member, Cheryl.

‘I’ve had a fantastic day. I really appreciate having this time invested in us you’ve been great Helen and I’ve learned lots and lots.’ Experienced team member, Elaine

‘It was amazing. I feel really good. I feel like I’m a lot more confident now and I’ve still got room to grow and I’m excited about that.’ New Team member, Becky

‘I’m an experienced fitter, but I thought it was amazing. There’s loads of things I’ve learned today that I’ve not picked up before and I really enjoyed it‘.   Experienced team member, Claire.

The results:

The best bit? The message I got at the end of that day; ‘Finished up on our best day ever and had our best sale ever – Not a coincidence… thank you again!’
And – even better – it wasn’t a fluke! The team went on to have their best ever month and I got this end of month message: ‘Best month ever sales wise, average order value up and staff all really happy and confident.’ It’s a WOW!

So if your business needs a boost – reach out – it might just lead to your best day ever.

The post MASTERS IN LINGERIE – Behind The Scenes on a WOW FACTOR IN STORE DAY first appeared on Underlines Magazine.

Founded on the idea that intimates should function as part of a woman’s visible wardrobe, Carol Coelho has spent ten years building a design language rooted in architectural silhouettes, precise tailoring and a modern approach to sensuality. That philosophy is the foundation of Acqua — a collection of swim and resort pieces engineered to transition between beach, poolside, and ready-to-wear styling, without compromising the craftsmanship the brand is known for.

Pachamama one-piece with kimono

Pachamama short set

The collection arrives as Carol Coelho enters a new phase of growth — expanding its network of wholesale partners across key international markets while deepening its direct relationship with customers globally. The brand is focused on building with intention: partnering with boutiques that share its editorial vision and elevated positioning, and reaching new audiences through a stronger direct channel.

Ten years in, we’re not slowing down — we’re expanding our vision. Acqua is the natural evolution of everything we’ve built. The same precision, the same sensibility, this is the moment we open the brand to a much wider conversation.”

Carol Coelho, Founder and Creative Director

At SwimShow Miami, you will be able to see both the core lingerie collections and the full Acqua debut. Carol Coelho is seeking partnerships with fashion-driven boutiques and specialty retailers that operate at the intersection of intimates,
swimwear and contemporary fashion.

If you wish to find out more contact Carol on carol@carolcoelho.com.

The post Carol Coelho debuts Acqua Swimwear at SwimShow Miami first appeared on Underlines Magazine.

Hotmilk Lingerie has announced two new product drops for SS26: the Forever New T-Shirt Nursing Bra in Frappe and the Obsession 2.0 T-Shirt Nursing Bra in Frappe – both built on the brand’s 20-year expertise in designing for bodies that don’t stand still.

Forever New T-Shirt Nursing Bra – Frappe in Bands 32-38, Cups B-F

The Forever New is a next-generation T-shirt nursing bra that sits seamlessly under clothing. Ultra-light spacer foam delivers a breathable, quick-drying contour cup without bulk, while flexiwire provides gentle shaping and lift. The racerback adjustable strap option and 6-hook closure make it a strong everyday performer across a broad size range. A clean, versatile neutral that works across multiple wardrobes.

Obsession 2.0 T-Shirt Nursing Bra – Frappe in Bands 32-42, Cups E-J

The Obsession 2.0 is Hotmilk’s full-coverage solution for fuller busts – a gap that remains underserved in most maternity ranges. Breathable spacer foam cups, flexiwire for superior lift, wider straps on larger sizes, and a 6-hook back closure deliver all-day support without bulk or compression. The A-frame nursing access adds privacy and structure. Running to a J cup and up to a 42 band, this is a credible offer for the customer who has historically had nowhere to go.

Both styles launch in Frappe – a warm, wearable neutral with strong cross-season sell-through potential.

Obsession

Why these work on the floor:

Hotmilk’s T-shirt bra range consistently converts because it solves a real problem: women need a bra that works under clothing, supports a changing body and doesn’t compromise on fit. The Forever New addresses the everyday market. The Obsession 2.0 addresses the fuller bust customer – a loyal, underserved buyer who returns when she finds something that fits.

The Forever New retails at £34.99 and Obsession nursing bra at £45.99. Retailers interested in stocking either style are invited to contact Hotmilk’s Sales Manager directly on stephanie@hmcollective.com.

The post Hotmilk Lingerie Introduces Two New T-Shirt Nursing Bra Drops for SS26 first appeared on Underlines Magazine.

The process resulted in a reduction of more than $1.2bn in long-term debt and the injection of over $75m in new capital, the company reports.  In March this year, the sustainable fibre maker announced that it had reached a restructuring support agreement with the majority of its creditors to improve Lycra’s financial position and reduce its long-term obligations.

The company added that operations were not disrupted during the restructuring and commitments to employees, customers and vendors were maintained throughout.

Following the completion of the process, Lycra plans to pursue its growth strategy by investing in innovation, customer partnerships and global operations.

The business, headquartered in Wilmington, Delaware, US, remains active in developing and producing fibre and technology solutions for the apparel and personal care sectors, and holds a portfolio of consumer brands including Lycra, Lycra Hyfit, Lycra T400, Coolmax, Thermolite, Elaspan, Supplex and Tactel.

Ownership of the company has changed as a result of the restructuring. Lycra is now supported by new equity owners, described as investment funds with a global presence that have a history of investing in the company’s securities.

In addition, there have been several changes to Lycra’s leadership following the restructuring. Dean Williams, who has served as the company’s chief financial officer since its formation over seven years ago, has been appointed interim chief executive officer.

Emergence marks a defining moment for The LYCRA Company. We will now be a financially stronger, more focused organization that is positioned for growth. This milestone would not have been possible without our team members, whose resilience, dedication, and commitment to our customers enabled us to navigate this process without disruption. While we still have work to do to reach our full potential, we have never been better positioned to do so.”

Dean Williams, Interim CEO

The executive leadership team otherwise remains unchanged and will work alongside Williams with the company’s new stakeholders. A new Board of Directors has been installed, led by Bruce Rubin as executive chairman. Rubin brings experience from the energy and chemicals sectors, with over 45 years in executive roles.

The post THE LYCRA COMPANY COMPLETES FINANCIAL RESTRUCTURE first appeared on Underlines Magazine.

The post Underlines Magazine Announces the Nominees for Stars Best Shop Awards 2026 first appeared on Underlines Magazine.

Carefully curated exclusively for Scoop, the showcase will present a distinctive edit of Made in Italy fashion, accessories and lifestyle collections spanning ready-to-wear, knitwear, jewellery, handbags, footwear, umbrellas and homeware. None of the participating designers have previously exhibited at Scoop or within the UK market, making the showcase a truly exclusive opportunity for buyers to discover a new wave of contemporary Italian talent.

The collaboration marks a significant moment for Scoop and further reinforces its position as the UK’s leading premium womenswear and lifestyle trade show, recognised internationally for its highly curated designer mix and influential buyer audience.

Selected for their strong design identities, craftsmanship and heritage, the participating designers represent the breadth and diversity of contemporary Italian creativity. The curated edit includes names such as contemporary womenswear label Feel O, luxury accessories collection Hibourama, womenswear designer Nina e Luca, jewellery label Ornella Bijoux, heritage leather goods house Ripani, iconic umbrella maker Pasotti Ombrelli and artisanal accessories designer Polina Firenze, alongside a wider collective of emerging and established Made in Italy collections. Many are family-owned businesses with generations of artisanal expertise, while several continue to manufacture their collections in-house within their own Italian factories, preserving the authenticity and quality synonymous with Made in Italy production.

Karen Radley, Founder and Creative Director of Scoop, comments:

We are absolutely delighted to welcome this exceptional collective of Italian designers to Scoop for the July edition. This collaboration will introduce a completely new dimension to the show, bringing together brands with a distinct point of view, exceptional craftsmanship and a strong sense of heritage.

What makes this showcase particularly exciting is the authenticity behind the collections. Many of the designers are family-owned businesses with generations of manufacturing expertise and a deep commitment to Made in Italy production. Buyers visiting Scoop this season will discover collections that feel fresh, directional and entirely new to both Scoop and the UK market.”

The post Scoop Announces Landmark Collaboration with the Italian Trade Association (ICE) first appeared on Underlines Magazine.

Photographed poolside, Hailey showcases standout pieces from Calzedonia’s new swimwear collection, designed with impeccable fit and refined Italian craftsmanship.

Calzedonia introduces the Bicolour Pipping Bikini subcollection, spotted on Hailey in trendy butter yellow, featuring a contrasting trim in deep brown. Available to shop in both the ever beloved triangle style, as well as the more bust supporting balconette, the Bicolour Pipping Bikini line also features bikinis in coffe brown with sky blue trimmings and buttercream pieces with deep orange pipping.

The other main collection is Sequin Net featuring delicate mesh, embellished with tonal sequins for a bright and sophisticated effect. The glamourous line is available to shop in cream and dark green.

Calzedonia’s Summer Swimwear 2026 collection unfolds in a distinctly Mediterranean atmosphere, evoking the calm of natural landscapes and the allure of discovering untouched places.At the heart of the story are the fabrics, elevated through jacquard weaves, lurex threads, and satin-like finishes. Earthy natural tones and soft pastels are refined with gold-plated accents. From minimal silhouettes to more structured shapes, each bikini is designed to enhance the body with effortless style.

The post Hailey Bieber Ignites Summer as Calzedonia’s New Global Digital Brand Ambassador first appeared on Underlines Magazine.

The integration introduces Brarista’s Full Chatbot to the Shock Absorber website – a conversational bra fitter, lingerie stylist, and customer service assistant in one, available across the site from first browse to final purchase. For a brand whose range is organised by impact level, activity, and construction, the chatbot goes well beyond conventional customer service queries or static size recommendations. It navigates the full complexity of the range: recommending bras by sport, compression level, and breast shape, as well as supporting shoppers with specific needs including pregnancy, post-surgery recovery, and first sports bra purchases.

For shoppers who prefer a more guided route, Brarista’s integrated fitting quiz draws on the fitting-by-eye method used by professional fitters. With a few quick questions, shoppers receive personalised fit and style recommendations calibrated to Shock Absorber’s range – the same standard of accuracy and care, delivered in minutes.

Our goal was to remove the guesswork from sports bra shopping. By integrating Brarista, we wanted to provide our customers with instant, expert fitting advice – ensuring every woman finds their perfect Shock Absorber style and a supportive fit with total confidence.”

Jessica Grace, Marketing Manager & Expert Sports Bra Fitter, Shock Absorber

For Brarista, this partnership builds on expertise developed through its work with boobydoo – also part of Active Apparel Group Limited – where Brarista has been embedded across a multi-brand sports bra environment since last summer. It also continues a growing track record in the sports and active category, following its maternity sports bra integration with Latched.

This partnership means a great deal to us. Shock Absorber has spent decades proving that the right bra changes how women move. We want to make sure the bra fitting and styling journey online is as considered as their bras themselves.”

Bella Trang Ngo, Founder and CEO, Brarista

Brarista currently works with retail partners across the UK, US, and Australia – including boobydoo, Nudea, Little Women, and Etam Groupe – and is backed by GC Angels and Innovate UK.

The post UK’s No. 1 Sports Bra just raised the bar with AI Fitting first appeared on Underlines Magazine.

BodyGlove

As well as the international collections you would expect including Red Carter, Maryan Mehlhorn, Pier St Barth, Body Glove, Cupshe, Helen Jon, Phax, Roidal, Gottex and a host of others,  special features will include the Curve Capsule, WGSN x SwimLab and Made in Rio.

Everyday Sunday

Gottex

Helen Jon

PHAX

Judy Stein, Executive Director of SwimShow, said:

SwimShow is dedicated to representing all tiers and categories across the swim and resort wear landscape. Our platform has a proud history of collaborating with size-inclusive brands, emerging designers and sustainability pioneers, and this season we’re continuing to expand that vision through exciting new partnerships like our Curve Capsule, bringing an elevated mix of lingerie and swimwear to the show floor.”

Curve Capsule will be displaying the new collections of Freya/Fantasie/Goddess and Elomi, Carol Coelho, Plie, Lise Charmel & Antigel, Chantelle, Montelle & Fleur’t, Rya Collection, Mari M, Fit Fully Yours and Simone Perele.

Lise Charmel

Chantelle Pulp

Continuing special features and returning for its fifth consecutive year, incubator programme WGSN X SwimLab is continuing to spotlight innovative and forward-thinking brands on the show floor. This year is going to be filled with firsts, with the first accessory brand and first men’s wear brand in the lineup. From sustainable swimwear made from recycled plastics and sun-protective wearables to handmade bikinis and refined swim collections, make sure to stop by and see the brands that are making a difference! Brands confirmed are Kinis by Carter, NYUD Swim, Auto-Reply and Sense and Soleil.

Special focus on Brazilian brands this year with the ‘Made in Rio’ – as a keading country for all things swimwear and they bring both bold style and fresh perspectives to the SwimShow – visitors can see brands such as Jungle Society, Kopsch, Zille Rio, Rygy, Zillie Rio, Guilff, Falesia Carioca, Akera and Nidas.

Sense and Soleil

The post SwimShow Returns to Miami Beach – New Collections & Curve Capsule first appeared on Underlines Magazine.