BRADELIS New York

BRADELIS New York is a lingerie and shapewear brand founded in New York in 1994 and run for Japanese customers. It makes body shaping bras, girdles and shapewear supported by a professional fitting service.

What is BRADELIS New York?

BRADELIS New York is a lingerie and shapewear brand founded in New York in 1994. Operated by GOLD FLAG LTD, it designs its shapewear around the body types and preferences of Japanese women and is primarily active in Japan.

Products and positioning

The brand is known for a bust shaping approach it calls Transformation, a three step programme in which shapewear is matched to each customer's concerns and gradually guides breast tissue back into place, aiming for a well shaped bust even without shapewear.

• Shaping bras, night bras and wireless bras with patented construction
• Panties and girdles
• Waist cinchers and body shapers
• Non wired bras and camisoles

Fitting and service

A central part of the offer is professional fitting. BRADELIS fitters complete between 600 and 1,000 hours of training, and consultations last more than 30 minutes, with an alteration service available.

Distribution

BRADELIS New York sells through its own stores, which take fitting reservations, as well as its online store and online fitting appointments. The brand has also collaborated with the anime JoJo's Bizarre Adventure.

Why it matters

BRADELIS New York shows how a service led model, combining specialist product with intensive fitting, can differentiate a lingerie brand in a crowded market.

Frequently asked questions

Where is BRADELIS New York from?

BRADELIS New York was founded in New York in 1994. It designs shapewear for Japanese women and operates mainly in Japan.

What does BRADELIS New York sell?

BRADELIS New York sells body shaping bras, panties, girdles, waist cinchers and other shapewear, together with a professional fitting service.

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