AMPHI
Wacoal · Japan
AMPHI is a Japanese lingerie brand produced by Wacoal. It offers affordable bra sets and innerwear in styles ranging from cute to more mature designs.
| Producer | Wacoal |
|---|---|
| Origin | Japan |
| Category | Lingerie and innerwear |
| Store concept | AMPHI FUL FRU (2014) |
What is AMPHI?
AMPHI is a lingerie brand produced by Wacoal, Japan's leading intimate apparel company. It offers fashionable, affordable underwear and is regularly listed among the lingerie brands visitors look for in Japan.
Products and positioning
The range covers bra and panty sets and other innerwear, with designs that run from cute to more mature looks. Some lines are made for everyday wear, while others are presented as select or original labels with their own concepts. Sets are priced in the accessible mid-market bracket.
- Bra and panty sets
- Everyday innerwear
- Themed lines with distinct design concepts
Distribution
AMPHI is sold through dedicated shops in Japanese shopping centres, and the number of stores carrying the brand has grown. In 2014 it opened AMPHI FUL FRU, an innerwear coordinate shop concept.
Why it matters
AMPHI shows how a large lingerie group like Wacoal uses separate brands to reach younger, trend-led customers at lower price points.
Frequently asked questions
Who makes AMPHI lingerie?
AMPHI is produced by Wacoal, the Japanese intimate apparel company.
What does AMPHI sell?
AMPHI sells bra and panty sets and other innerwear in styles from cute to mature.