Former childcare worker and mother of three launches non-wire bra for fuller busts; six months post-launch, customer feedback shapes future products

"SerenitiaBloom Non-Wire Bra for Fuller Busts"

The lingerie brand "SerenitiaBloom," based in Sapporo, is celebrating six months since the launch of its non-wire bra, available in sizes E65 to I75.

The concept originated from a former childcare worker and mother of three, who felt the need for a bra that could comfortably support a larger bust. Driven by her own desire to find such a product, she embarked on developing it despite having no prior experience in the lingerie industry.

Balancing development with childbirth and childcare, she persevered through numerous prototypes and improvements to bring the product to market.

Key features include wide straps approximately 1.7cm wide and a 100% cotton cup lining, with a simple design that remains invisible under clothing. Customers have praised it, stating, "It offers the security of shapewear" and "It provides excellent support despite being non-wire."

Moving forward, SerenitiaBloom plans to leverage customer feedback gathered over the past six months to further develop products and expand its lineup, aiming to offer choices that allow everyone to live comfortably and authentically.

Development Background

Approximately 1.7cm wide straps 100% cotton cup lining

A bra born from the concerns of women with fuller busts

The Lily-Basic-Bra is a non-wire bra designed for fuller busts, available in sizes E65 to I75.

It was created in response to the desire of women who want "firm support but dislike the tightness of underwire bras."

While aiming for a stable fit without wires, the bra incorporates wide straps and a 100% cotton cup lining. Its simple design with minimal embellishments ensures it won't show through clothing.

Customers have provided feedback such as, "It offers the security of shapewear" and "It provides excellent support despite being non-wire."

【Product Overview】

Product Name: Lily-Basic-Bra

Available Sizes: E(65/70/75) to I(65/70/75)

Color: Black

Price: 6,980 yen (tax included)

Sales Page: https://serenitiabloom.com

Development Story

Brand Logo

SerenitiaBloom Representative, Nakamura

SerenitiaBloom's representative, Nakamura, decided to develop her own bra after struggling to find an ideal one while working as a childcare provider. However, as she was new to the lingerie industry, finding a factory (OEM) willing to produce her design proved difficult, with nearly 30 companies declining her requests.

Undeterred, she continued development through a busy period of childbirth and childcare, frequently commuting to business consultations and loan meetings with her child in tow. Despite the surprise of a financial institution representative who remarked, "This is the first time someone has come to sign a loan agreement with their child," she persevered.

Through repeated prototyping and improvements, she successfully brought the product to market.

Future Outlook

Drawing on customer feedback received since the launch, SerenitiaBloom will continue to advance product development and expand its lineup.

The brand aims to consistently deliver choices that empower individuals to live comfortably and authentically.

Brand Overview

Serenitia Bloom

Location: Sapporo, Hokkaido

Business Activities: Planning and sales of lingerie for fuller busts

Instagram: @serenitia_bloom

Sales Site: https://serenitiabloom.com