UndercoverWear Reinvents its 37 Year Old Lingerie Brand To Adapt To The New Shopper

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Under second-generation leadership, Massachusetts-based lingerie retailer, UndercoverWear Inc. has launched its first online shopping site – UCWBoutique.com –unveiling a new brand.

UndercoverWear changes its brand to online lingerie store UCWBoutique.com

UndercoverWear's New Online Store Opens

"I watched everything from huge corporations to local businesses... close their operations. I didn't want that to be us. I knew we had to reinvent ourselves" - Jamie Jamitkowski, President UndercoverWear

Family-owned lingerie company, UndercoverWear Inc, has a plan to avoid a gradual fade into obscurity to which so many of its competitors have fallen victim. This month, President Jamie Jamitkowski, son of founders Walter and Tiffany James, kicked off the first part a three-year plan to give a full body makeover to the company responsible for starting the "Home Romance Party" industry.

On December 5, 2015, the company launched the new e-commerce store, UCWBoutique.com has a way to serve a whole new population of shoppers where they spend 90% of their time each day, online.

"I saw huge corporations like Blockbuster and industry veterans like Lia Sophia, right down to local business legends like Hilltop Steak House close their operations" said Jamitkowski. "I didn't want that to be us. I knew we had to reinvent ourselves, our brand, and how we reach the consumer."

The UCW Boutique features new styles that focus on comfortable sleepwear, clothing, spa products and lingerie for "Real Women" today that did not match the party plan pricing or romance product line. UndercoverWear's new business model will cater to the fashion-conscious woman in her 30s, 40s, and 50s with multiple brands under the UndercoverWear umbrella.

This brand overhaul is the next step for UndercoverWear, who in October, transitioned their Home Party division to LOVEWINX, Inc., a California-based party-plan company. LOVEWINX will expand the classic UndercoverWear product line of lingerie, romance lotions and adult toys at prices to better support the Home Party model. Both Jamitkowski and founder, Tiffany James, remain active and involved with LOVEWINX for continued growth.

"Party Plan is a huge part of my legacy and I wanted to find a way to keep it going,” said James. “this transition will allow our Home Party division to grow like never before while allowing UndercoverWear to branch out in different directions."

Also involved in the multi-brand strategy, is Lingerie Basement, a site featuring lower prices and flash sales; UndercoverCorsets, an online specialty premium quality corsets retailer; and "Big O" Boutique, an online adult-only store.

Jamitkowski said he is eager to launch two additional brands in the first quarter of 2015 to complete the company's portfolio. "We want to offer brands that appeal to every segment and these will help round out our reach. For those who love home parties, LOVEWINX is the best option in the industry,” Jamitkowski said.

“For the online shopper looking for great lingerie and sleepwear, we’ve got the Boutique. We want to reach our customers on all levels, while making sure that UndercoverWear is a part of our industry and this family for decades to come."


About Us:
In 1977, UndercoverWear was founded by Walter & Tiffany James when they wanted a better lifestyle for themselves and their family. For over 37 years, UndercoverWear Home Parties was the leader in the industry bringing amazing lingerie, sleepwear, spa and romance lotions to women across North America. Now, UndercoverWear has opened the UCW Boutique online, where we continue to offer an amazing selection of romance and sleepwear products for real women of all ages.

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