Launches First Ecommerce Website Dedicated to Bras for Tweens

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Moms looking for appropriate choices for training and first bras can find them at LingerTween.

Announcing the launch of LingerTween, a shopping site that focuses on bras and undergarments for girls in the 8-12 year-old age range. Its mission is to provide parents and tweens with a selection of choices and manufacturers in an environment that celebrates real girls.

“When it comes to shopping for their daughter's first bra, moms are finding there is a big gap between ‘princess underwear’ and the much more adult choices and the atmosphere of the lingerie big box shops,” says Kelly O’Brien, owner of LingerTween and Linger, an independent lingerie shop in Spring Lake, NJ.

A series of medical studies* show that many girls are entering puberty at a younger age, meaning they are wearing their first bra early then ever before. While the traditional lingerie marketplace is growing overall, the tween demographic is not a big focus and parents may find limited choices – just when they need more options.

“We live in a culture that is very image aware. During the tween years, many girls become self-conscious about the changes in their bodies. Moms, and increasingly dads, want to help their daughters feel safe, comfortable, and good about themselves as they become young women,” says O’Brien.

“That’s not to say that fashion isn’t part of the buying equation,” O’Brien continues. “Trainer bras, as they once were called, have come a long way in style, fit, and function. I am continually looking for selections that I think girls and moms both will love.”

In addition to being the first ecommerce site dedicated to tween underclothes, LingerTween seeks to make buying easy and informed. There are different considerations when it comes to buying a bra for a tween vs. buying one for a woman. To help educate buyers, detailed descriptions, and eventually video “tours” making selecting the right item easier. With an array of manufacturers LingerTween offers a selection of styles and price points in a wholesome, upbeat environment that focuses on real girls, not models.

The LingerTween promise:

  •     Feature fashionable but tween-appropriate bra and bottom choices.
  •     Offer helpful descriptions and tips to make shopping decisions easier.
  •     Limit body exposure in any product pictures.
  •     Continue to seek out new products to provide a range of choices in various price points.
  •     To celebrate girls!

About Kelly O’Brien
Kelly has been a teacher, a digital marketing executive, an adjunct college professor, and now an entrepreneur. She was part of the team at Attitude Network that launched, the first website for teen girls (not associated with the current Kelly owns Linger, an upscale lingerie shop in Spring Lake, NJ and is the founder of LingerTween and the lingerie blog

LingerTween’s is also represented on Facebook, Pinterest, and YouTube.

*Medical studies:

Pubertal Assessment Method and Baseline Characteristics in a Mixed Longitudinal Study of Girls
Secondary Sexual Characteristics and Menses in Young Girls Seen in Office Practice: A Study from the Pediatric Research in Office Settings Network blog

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