2Rios Lingerie takes part in the Curve Expo trade fair

Betting on internationalization, 2Rios Lingerie was the only Brazilian brand to take part in Curve Expo’s new edition, held in New York on August 6 to 8. As an important North American event, this trade fair counts on the participation of great names in women’s and men’s beach and underwear fashion. The great attraction in 2Rios’ booth, a company affiliated to Texbrasil – Brazilian Textile and Fashion Industry Internationalization Program, the fruit of a partnership between Abit and Apex-Brasil (Brazilian Trade and Investment Promotion Agency) – was Permanent Protection Panties, a pioneering initiative in the country, and the new 2018 Summer collection.

Despite the brand having taken part in Curve Expo’s previous editions, 2Rios Lingerie’s CEO, Mr. Matheus Fagundes, claimed the North American market is still a challenge, because it is extremely demanding. Their purpose is to end 2017 with a 10% growth in export, which should account for 20% of the company’s total sales, but the currency exchange rate has been a hindrance when closing business deals. And how can one deal with an unstable economy? “We believe some innovations might help overcome that,” Mr. Matheus explained.

The secret of 2Rios Lingerie’s success abroad has been its new launches, such as the permanent protection panties, the first to include the Fresh technology in Brazil, which protects women against fungi, bacteria and odors. The item has been submitted to international laboratorial tests, based on norm ASTM 2149-13a, thus confirming that technology’s efficacy, which allows washing an item hundreds of times without loosing its effect.

The launch of the new Sensitive collection, which combines comfort and the most important and current fashion trends, is another strategy to conquer the North American market. The collection’s items, which go from S to plus sizes, celebrate women’s beauty without labeling consumers while valorizing different biotypes. 2Rios Lingerie is betting on a complement to the palette of nudes with off-white, beige and maroon hues, added to the new colors of the season: sidereal – a dark blue tone – and frutilly – a vibrant pink hue.

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