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The Gendel Girls™ Launch New Summer-Ready Bra; A Twist on The Bralette Style Consumers Know and Love

July 4, 2018

PHILADELPHIA, July 04, 2018 (GLOBE NEWSWIRE) -- The Gendel Girls™, the family behind Breezies®, QVC®’s largest intimate apparel brand, are expanding their popular bralette collection with the launch of a brand-new line of Breezies Soft Support Lace Bras. This new bra will be available in more sizes than past lines and will be sold as a set of two. This launch comes on the heels of a recent sales milestone for the brand surrounding the debut of The Breezies Smooth Radiance Bra on June 8; the company had its most successful product launch ever last month, selling more than 160,000 units in the first 24 hours.

The new Breezies Set of Two Soft Support Lace Bras are scheduled to debut on QVC as the Today’s Special Value® on Wednesday, July 4th at midnight (ET) and will be available all day or until supplies last. Each day, QVC picks one special item they believe shoppers will love and offers it at an exceptionally low price from midnight (ET) until 11:59 p.m. (PT) that day.

“Being in the intimates business for over 24 years now, we’re constantly looking at what doesn’t exist in the marketplace and how we can fill that white space with our products,” said Kathy Gendel, Founder and CEO of The Gendel Girls. “After the successful launch of our first bralette line last September, we realized there is still a void when it comes to beautifully-designed, feminine-looking bras that have support and that women can actually wear as an accessory – something that will peek out of their clothing for a fresh, flirty summertime look. That’s what we’ve achieved with this new style.”

Designed with summer aesthetics in mind, the team incorporated wide, soft lace at the neckline for additional coverage, which makes the décolleté of this bra stand out. The modest, yet sexy deep plunge of the garment and lace detail make it the perfect layering piece. From a narrowed bottom band that fits right under the bust for comfort and added lift to a unique back closure, the new Soft Support Lace Bra was designed specially to include the best features of Breezies’ top-selling silhouettes.

“So many women love the bralette style, but they cannot wear it because it offers little to no support. Our new Breezies bra doesn’t forgo support for style – women will get the best of both. We also wanted to make sure that this bra incorporated our unique UltimAir® fabric in the cup lining, which wicks away moisture, ensuring our customers are comfortable and dry during the hot, sticky months ahead,” Gendel added.

This new silhouette comes in five colors that coordinate well with this season’s top trends including black, ivory, warm beige, pink and denim blue. The Gendel Girls are also introducing a new size as they roll out this collection, extra small (XS), for their customers who wear a size 32, so the newest Breezies Soft Support Lace Bra will be available in sizes XS through 3X.

The Breezies Set of Two Soft Support Lace Bra (QVC Item #A307831) is scheduled to be available beginning July 4, while supplies last, through QVC.com, the QVC apps or by calling 800.345.1515.

About The Gendel Girls Kathy Gendel and her husband Craig left corporate jobs to start a lingerie business in 1994. After a lot of perseverance and a lucky encounter on Madison Avenue, they found a home at QVC, where The Gendel Girls’™ patented performance fabric, UltimAir®, has made Breezies® the largest intimate apparel brand on the network. Based outside Philadelphia and operating on a family farm, The Gendel Girls are first and foremost a family business with Kathy, the CEO, at the helm and her three daughters: Kalina Gendel, Chief Operating Officer, and Laurissa Gendel, President, in tandem leadership, and Catherine Gendel, VP of Creative Marketing. One of only a handful of on-air family personalities in the entire home-shopping genre, The Gendel Girls have been a mainstay on QVC for 23 years with an average annual growth increase of 22.5%. During that time, they have sold millions of bras and panties worldwide. For more information, please visit Gendel-Girls.com

QVC, Inc., QVC, the Q and Q Ribbon Logo are registered service marks of ER Marks, Inc. and QVC, Inc.

Press ContactChristine Perez-O’Rourke DiGennaro Communications christine@digennaro-usa.com 212.966.9525

Photos accompanying this announcement are available at

http://www.globenewswire.com/NewsRoom/AttachmentNg/c9dd1f8a-b67c-45a4-b03a-aa21361ed126

http://www.globenewswire.com/NewsRoom/AttachmentNg/723b1d67-81c8-4359-afb2-6aee6f50c9ba

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