Nuudii System: Enhancing Comfort in Intimate Apparel (2024)

It’s easy for women today to wear a bra or not based on their comfort and appearance choices. For those who hesitate between the two options, a couple of brands offer wireless bra products that provide comfort and support. Among those, Nuudii’s patented design allows women to adapt the bra’s straps to many clothing styles easily.

We discussed the company’s impressive revenue growth et its growth strategy with the inspiring Founder and CEO Annette Azan

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What inspired you to take the leap and start this company?

The inspiration for Nuudii came from a very personal moment in my life. In 2011, I was preparing for my wedding and had chosen a skin-baring sheer dress. I couldn’t find anything that worked as a first layer under the dress. Desperate, I created something myself from a fabric that had never been used for the upper body. It was light, hugged my natural shape, and felt unlike anything I had ever worn. This creation sparked an idea. With 25 years in the fashion industry, I knew that this new type of experience was something many women would want. I felt confident and free in a way bras never allowed, and I wanted to share that feeling with others.

What makes Nuudii different from other wireless bra companies?

Nuudii is not a bra. We call it boobwear, designed to fill the gap between wearing a bra and going braless. Traditional bras, and even bralettes, iterate on the same principles that have dominated the intimate apparel industry for over a century. They reshape our bodies, often uncomfortably, or, in the case of bralettes, do little to nothing.

Nuudii is different; it feels, fits, and functions differently. We use the lightest 360-stretch yarns that hug the body’s natural shape without constriction. Our incredibly versatile core product offers over 12 ways to wear it, making it a fashion and lifestyle solution. Our flexible fabric addresses a major pain point for women namely fit. We need fewer sizes because our product adapts to different body shapes with superior fit.

How did you grow your revenues from $1.1 million in 2022 to $2.6 million in 2023?

Our growth in 2023 was propelled by a series of exciting events. One of the biggest catalysts was going viral on TikTok during Q1 2023, typically a slow period for us. The viral moment led to a 4000% increase in sales (in one day!), compared to the previous year, bringing in a huge wave of new customers almost overnight. We discovered that educational videos explaining our product and featuring our team members were particularly effective in converting viewers into customers. Additionally, in 2022, we launched over 19 new products and ventured into new market categories, which were well-received and contributed significantly to our revenue growth.

What are you doing to keep the pace of your revenue growth in 2024 and beyond?

Looking ahead, we are focused on expanding our market presence. We’re broadening our reach through targeted advertising and marketing campaigns. We’re also continuously innovating, developing new products, and thoughtfully entering new categories that align with our brand. The intimate apparel market is vast, and we’ve only begun to carve out our share. By staying true to our mission and understanding our customers’ needs, we aim to keep growing.

Who is your typical customer?

Our customers span across generations, but the largest group is women aged 25-45. These women often have a complex relationship with traditional bras—they dislike the discomfort but don’t want to go completely braless. They value comfort, versatility, and fashion, and Nuudii offers a solution that fits their lifestyle. Whether they are busy professionals, mothers, or fashion enthusiasts, our product meets their needs by providing comfort without sacrificing style or convenience.

How do you make your brand more sustainable?

Sustainability is crucial to us, but we don’t engage in greenwashing. While our yarns aren’t currently sustainable, our manufacturing processes are designed to minimize waste. We don’t overproduce, so our products don’t end up in landfills. Our packaging is recyclable or biodegradable, and any unsellable Nuudiis are sent to recycling facilities. We’re also excited about industry advancements in sustainable yarns and are ready to adopt these materials once they meet our performance standards. True sustainability for us means not just changing our yarns, but also using natural dyes and non-toxic affixes, and we look forward to that future.

If we speak again in 12 months, which milestones will you have achieved?

By the end of the year, we have several ambitious goals.

We aim to achieve a 200% increase in year-over-year sales and profits.

We plan to grow our customer base by 35%, launch a new product category, and increase our press coverage. We’re also looking to partner with a European distributor and expand our wholesale operations, particularly with boutiques. Additionally, we hope to secure two more design patents that are currently pending and finalize the development of a new patented boobwear style. These milestones are part of our strategy to solidify our presence in the market and continue offering innovative solutions to our customers.

These are lofty milestones but we have already begun to meet and in some cases move beyond some of these goals!