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ENAMORA: private label  range created

AFTER having distributed various brands for some seven years, German lingerie e-tailer Enamora, which claims to be the largest online lingerie store in the country, announced the launch of its first private label collection. CEO Enrico Renz explained that the launch of the new Enamora collection reflected consumers’ perception of the e-tailer as a lingerie brand in its own right and was designed to incorporate different styling details that sales analysis had shown to be most popular. He added that the styling policy would be maintained in the seasons to come and that the private label, which is produced in Europe, would continue to be proposed alongside commercial brands.



Private labels launched by multi-brand distributors could provide strong competition for commercial brands since their design can benefit from an analysis of best selling styling features.


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