A New Approach to Intimacy - Australian Company Bras 2 You Has Women and Men Shouting Yes!

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Innovative Gold Coast lingerie wholesaler, Bras 2 You, reviews the retail appeal of their offering

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Australian women are fed up with the hassle associated with buying their intimate apparel. No longer do they have the time or money to spend long hours fighting each other in overcrowded department stores or specialist stockists for the latest bra styles, intimates or sleepwear. Particularly disadvantaged are women in regional locations where product choice is limited or in some areas, non-existent. Once considered the domain of face to face store purchases only, women are now moving online to access the best quality lingerie without leaving the comfort of their homes.

“We were amazed by the response to the launching of our retail operation online,” says Justin Holst, Managing Director of Burleigh Heads based company, Bras 2 You. “After running a successful wholesale business supplying intimate apparel in Australia and overseas for over 15 years, we recognised a real gap in the market in Australia. Some women just simply did not have a choice when buying lingerie, while others were sick and tired of battling with each other in the traditional retail channels.”

So bras2you.com was born and in only a short time, the company has realised just how many women needed a new way of purchasing their lingerie. “I can’t tell you the amount of emails we have received from ladies expressing their joy at being able to buy these products online. Some even mention how happy their husbands were too!” says Justin.

The company undertook many months of research before deciding to launch their retail operation. To do this they tracked the purchasing behaviour of women when buying a bra. They found that most followed a simple pattern. Purchases were made by travelling to the local discount department store, where they looked for the size, style and colour to suit their needs. More often than not they left empty handed as they could not find the item they were after, or it was not available in the desired size, colour or style, so after visiting a number of lingerie stores they were forced to pay full retail price for something that was either too small or big, the wrong colour or the wrong style.

Bras2you.com also found that some women waited for the half yearly clearances before making their lingerie purchases. The issue of lack of choice was still apparent, but now they could justify the purchase because the prices were of a clearance nature. Many women reported that despite the satisfaction of not having spent as much as normal, they disliked the experience due to overcrowding. Women in regional areas were even more frustrated. In some cases, no store existed in their town to purchase lingerie, so they made special trips to larger cities or waited until they travelled to those towns for other business, to make their purchases.

With the average customer of bras2you.com being female and between 20-50 years, Justin says they have been surprised with some of the addresses the company has shipped products to. The company first started shipping orders to the NZ and Singapore, but exports have grown to be a major part of the business with destinations such as Canada, UK and the US and even further abroad. “We are having a little joke in the office as to what will be the furthest location from Burleigh Heads we will send an order to, both inside Australia and overseas,” he says.                    

The company recognised that the two key problems they could solve for women revolved around value and convenience. “Unfortunately when the stores have a big sale, women really struggle with the hassle of going there to get the goods and we all know one of the downfalls of online shopping is the postage charges are normally quite high,” Justin says.

Bras2you.com solved these two issues from the start by constantly pricing their stock at 30% or more below RRP and providing free delivery for orders over $50. These are great quality discount bras and then there are our sale bras. “The value proposition is really high for our customers,” says Justin. “They get fantastic affordability in price, convenience of shopping on line and little or no postage costs.” Interestingly the average online transaction for a customer is just over $50.

To further alleviate customer concerns about product selection and convenience, the company decided to make it a point to carry high stocks of all items, so that every size, colour and design was available almost every time. They also guaranteed next day shipping so customers could have their new lingerie ready for use not long after they purchased it.

Of course the most important element of all for women is whether the bra fits or not. To overcome the obvious problem of selling items online that need to fit properly like bras, the company has included a detailed fitting guide to help customers make the right choice. If the product doesn’t quite fit upon arrival, bras2you.com has a no hassle returns process. “We just want the customer to be happy and our return rate is very low, so we are obviously getting the fitting side of the purchase spot on,” Justin says.

Bras2you.com is an Australian company that is changing the way lingerie is purchased by bringing true value and convenience back to consumers and offering the best possible prices every day. Prices are always lower than the regular retail price. Operating out of Australia, they gladly supply great products to consumers both here and abroad.

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Justin Holst
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