Specialty retailer launches digital-first lingerie brand

RTW Retailwinds (formerly New York & Company) is expanding its product portfolio with a jump into one of retail’s fastest growing sectors.

The apparel retailer announced the introduction of Uncommon Sense, a digital-first lingerie lifestyle brand made its debut with its own dedicated website. The new brand is being led by Pam Rice, who most recently led the reinvention and reposition of the GapBody brand and prior to that served as executive VP/GMM of merchandising at Victoria’s Secret.

In addition to online, the collection, which includes bras, panties, sleepwear, and swimwear, will be available with an edited assortment at New York & Company stores. Along with its core assortment, Uncommon Sense will feature curated stories in health-and-wellness, travel, and style available on its website to further amplify the brand’s lifestyle projection and build an engaging customer relationship.

Uncommon Sense promises to address the compromises many women are confronted with today, where trade-offs are made to look good and feel comfortable, yet also be stylish, RTR said.

“We started this journey by listening to our customers, specifically their challenges when shopping for lingerie,” said Rice, brand president, Uncommon Sense. “The common themes we heard brought us to solutions which is why our brand makes ‘uncommon sense’ in solving many of these pressure points.”

Uncommon Sense is part of RTW’s brand portfolio, which also includes New York & Company, Fashion to Figure, and the recently launched digitally-native brand Happy x Nature, Kate Hudson’s first ready-to-wear collection.

New York & Company officially changed its name to RTW Retailwinds in November 2018. The change is part of the company’s new strategy that is designed to drive sales to over $1 billion. It includes such new initiatives as expanding the company’s plus-size brand, Fashion to Figure (which it acquired at a bankruptcy auction last year), introducing a lingerie lifestyle brand, and debuting a Kate Hudson casual lifestyle collection. Both the lingerie brand and the Kate Hudson collection have their own digital sites.

“Our recent introductions of two new digitally native brands reflect the team’s ability to leverage our competitive assets and infrastructure across design, digital, customer, and operations to develop and bring to market brands that address specific whitespace competitive opportunities,” said RTW Retailwinds CEO Greg Scott.