Getting into a big department store is a milestone in the life of any young fashion brand, and Yellowberry, the Wyoming-based startup that reinvented the tween bra category, is starting at the top.
The two-year-old brand will a premium retail showcase next week as part of Bloomingdale’s ‘Get Camp Ready’ trunk show at at the retailer’s flagship 59th Street store in New York City.
For a young niche label that does almost all of its business online, the one-day exposure offers a priceless chance to connect with its customers — and their moms.
“It’s a great way for girls to see our bras and try them on,” Yellowberry founder Megan Grassell, who will be on hand to meet shoppers, told Lingerie Talk today.
“It’s also a great opportunity for girls and their moms to go together. We know moms hold the purchasing power, but girls will get a chance to see and feel Yellowberry, which is something they don’t get to do online.”
Bloomingdale’s will highlight a selection of compatible fashion brands for youth at its summer-themed ‘Get Camp Ready’ event, which takes place from 1-4 p.m. on Saturday, April 16 in Bloomies’ 5th floor kids’ department.
For Yellowberry, it’s also a chance to see how their rapidly growing catalogue of products performs in a department store retail environment. Last year, the young company enjoyed a successful six-month partnership with Aerie that saw its bras sold through select stores, and a successful debut at Bloomies’ could signal future retail exposure for the brand.
Yellowberry is currently stocked by a handful of small retail boutiques, and it has also held a handful of trunk shows in both stores and at private functions, where its youthful customers can explore the brand in a safe, comfortable environment.
“We’ve seen that be very successful,” Megan said. “It’s an intimate but very easy experience, and it’s actually very fun to be there and do it with your friends.”
Next week’s Bloomingdale’s showcase is just the latest move in a flurry of activity for the energetic company that grew out of a successful crowdfunding campaign.
Since it debuted with just two tween bra styles in mid-2014, Yellowberry has grown rapidly and expanded its soft, colorful, youth-friendly product line dramatically.
This spring it introduced a new line of loungewear shorts and pants, to go along with three underwear styles, a dozen different wire-free, unpadded bra designs, and accessories such as socks, headbands, water bottles and tote bags.
Yellowberry is also keeping up with — or leading — technological innovations in the lingerie industry, introducing lightweight seamless bras, briefs and shorts and a new ultra-soft ‘SeaCell’ bra collection whose fabric is infused with seaweed fibre and Vitamin E that promises to “revitalize your skin.”
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Yellowberry aims to provide cute, comfortable and appropriate intimates for young girls, many of whom are shopping for their first bra. That anxiety-ridden rite of passage for girls is at the heart of the brand’s mission and its widely-publicized origin story, which began when Megan took her younger sister to a mall to find her first bra.
Now, Yellowberry is hoping to generate conversation about that sensitive subject, and support for its customers, with a new video series in which women talk about their early experiences in bra shopping.
Called #MyFirstBra, the first video in the series features a mom with two daughters reflecting on her early bra shopping ordeal and was released earlier this week.
“My own shopping trip to buy my first bra was awful,” Megan writes on the Yellowberry website. “As I moved forward building this brand, one of the things that I learned was that most women actually have had an incredibly awkward or embarrassing first-bra experience.
“So I wanted to talk about it … and also show why Yellowberry is so important for girls.”
Here’s the first video in the series.