We all know that confidence goes hand in hand successfully. And as most ladies can tell you, it’s not easy to feel confident once your bra doesn’t fit well.
Peach, a new lingerie brand startup, wants to repair this all-too common problem. “The trade is seriously broken,” says Janet Kraus, co-founder and CEO of Peach, who believes ladies are underserved by huge players like Victoria’s Secret, that commands over hour of the U.S. lingerie market despite giving “substandard solutions.”
The company’s goal is easy, if ambitious: improve the lingerie shopping experience and improve the bras themselves.
To achieve this, Peach has redesigned each. in place of physical stores, it’s a network of over 450 commissioned sales agents throughout the country who visit shoppers’ homes, take their measurements, and help them choose bras (prices, that range from $40 to $80, with a complimentary fitting session). additionally, stylists are available for on-line Skype consultations.
And in place of the quality fitting system, that depends on cup and bust size, the company uses ten distinct measurements, together with nape to waist, bust point to bust point and also the length between the armpits . Once these information points are collected, Peach feeds them into a predictive machine-learning algorithmic rule to see the suitable bra size.
Somewhat ironically, the idea for the company came from somebody who has never worn a bra, sensible or unhealthy. Back in 2011 Derek Ohly, currently a co-founder of Peach, approached Kraus with the thought when paying attention to his women friends complain about how ugly their bras were. an aspiring enterpriser, he recognized a chance.
For Kraus, the problem resonated on a private level. From the beginning , the company’s mission has been to form ladies “feel strong and confident in their own skin.”
There are money incentives too, of course. Kraus believes that by accomplishing the tough task of matching ladies with bras that really fit, the company can develop a loyal customer base. additionally to bras, Peach sells sleepwear, loungewear and even athleisure items.“I call the bra a hook that unlocks the value,” she says. “If I will notice a bra that fits a lady, she’s now willing to shop for several [other] things from me.”