Sapph, no longer 'girls only'

The fastest growing Dutch lingerie brand has just introduced its line for men. SAPPH MEN is made up of shorts in various colours and prints, for the most part well integrated with the female line's colours and designs. That's one sure way to get the picture right. The first billboards are already out there, showing /'Did you buy a pair of Sapph's for you boyfriend yet...' *

That would appear a smart move, as Sapph has reached a million female customers. Excellent timing as well, just before the Christmas holidays. The Sapph marketeers know very well a lot more lingerie than usual is sold this time of year. These, after all, are Cor van Schoonhoven, founder, and Rob Heilbron, marketeer by birth, the guys who succeeded in conquering the lingerie market in less than two years with their eye-catching billboards. Their *proud-to-be *strategy is working brilliantly. The points-of-sale counter is still rising, currently at 360, and shows no sign of running out of steam. Outside The Netherlands interest is increasing as well in the up and coming brand so strongly focussed from day one on the lingerie that fits young and strong, independent women everywhere.

And now it's the men's turn. The new line consists of (long) shorts in various colours, chosen to match the women's line perfectly. Lots of black, royal blue and anthracite, with stitchings in contrasting colours. Apart from the coloured shorts, there are a number of prints available, ranging from snake print to tattoo designs, from checkered flag to NY City stills. Materials used are naturally cotton, but spandex and microfibers as well. Sizes range from S to XL, with prices from € 14.95 to € 17.95. The special SAPPH MEN Christmas Collection is just a tongue-in-cheek take on the women's line, exemplified by 'his' short in the very same tartan design as 'her' lingerie.

To make a long story, well... , short, SAPPH MEN could very well turn out to be a big splash yet again for the guys who shook up the lingerie market.

See for yourself: www.sapphlingerie.com