Duloren
Duloren is a Brazilian lingerie brand based in Rio de Janeiro. It makes bras, panties, bodysuits, shapewear and pyjamas, and is known for its provocative advertising.
| Country | Brazil |
|---|---|
| Registered address | Rio de Janeiro |
| Main categories | Bras, panties, shapewear, pyjamas |
| Men's line | H Duloren |
| Website | duloren.com.br |
What is Duloren?
Duloren is a lingerie brand from Brazil, with its registered address in the São Cristóvão district of Rio de Janeiro. It is one of the established names in Brazilian intimate apparel.
History
The company came under the control of Roni Argalji in 2000. Under his leadership the brand moved away from modest imagery towards provocative advertising campaigns that attracted wide attention and became the subject of academic study at PUC-SP. The company also launched H Duloren men's underwear and the Kama Shastra line of sensual products.
Products and positioning
Duloren's current range covers:
- Bras and panties
- Bodysuits
- Shapewear
- Pyjamas
- Plus size lines, kits and combos
Its top lingerie lines have used materials such as French Lycra and tulle.
Distribution
The brand has relied on a very wide network of points of sale across Brazil, including large retail chains, supported by its own sales team. It also sells through its own online store.
Why it matters
Duloren is a well-known example of how bold brand communication can reposition a traditional lingerie label in a crowded domestic market.
Frequently asked questions
Where is Duloren from?
Duloren is a Brazilian lingerie brand based in Rio de Janeiro.
What does Duloren sell?
Duloren sells bras, panties, bodysuits, shapewear and pyjamas, including plus size lines.