Nudea launches seamless collection as crowdfund drive overfunds within seconds of go live

Nudea, the sustainable British underwear brand, has launched a new range of seamless briefs and bralettes, Rib Seamless, which marks an evolution for the brand taking it into a new category straddling lingerie and loungewear.

The new launch comes as the business reveals a recent crowdfunding initiative had overfunded within seconds of go-live. Investors can pay in as little as £10 as part of the private Crowdcube campaign with £10 offered off their next purchase and further benefits added the more that is invested.

Launched by Priya Downes in September 2019, Nudea is a digital-first brand but also holds at-home fit parties, as well as pop-up stores and is now stocked by John Lewis.

"The interest in the crowdfund has been phenomenal, more than we could have ever imagined. We reached overfunding within seconds of going live with feedback from investors loving our disruptive positioning on comfort and sustainability which is much needed in the lingerie category," said Downes.

The new Rib Seamless line features bralettes and briefs in "standout shades" such as Merlot and Olive. The bralette features removable cups and a longline underband and is available in XS/S, M/L and L/X priced at £28. High leg briefs are priced at £15.

Priya Downes

“All day comfort is something we always strive for at Nudea, and this was the inspiration behind this new collection which uses the most innovative craftsmanship in seamless design. Whether you’re working from home, or heading out, the seamless range marries comfort, design and sustainability in one seamless set," said Downes of the new launch.

Further launches are planned for 2022, she added: "We’re excited to be launching more loungewear and sleepwear pieces later this year, as well as broadening our range of lingerie with even more colour and recycled fabrics to respond to our customers’ demands.”

Nudea's mainline collection features 43 bra sizes ranging from 30A to 38GG and seven brief sizes ranging from XXS to XXL.

In addition the brand has also name Marina Beaumont at acting CMO. Beaumont previously held senior positions at Malone Souliers, Heidi Klein, Alice & Olivia and LVMH Watches & Jewellery.