Chico's FAS reveals new digital-first lingerie brand TellTale

By

Robin Driver

Published
Apr 10, 2019

Florida-based owner of Chico’s, Soma and White House Black Market, Chico’s FAS, Inc. announced on Wednesday that it will be launching TellTale, a new online-exclusive millennial-focused intimates brand, at the end of this month.

TellTale will launch with a pared-down selection of six key bra silhouettes, which will be repeated across collections along with matching underwear. Bras will include signature details such as rose gold trim and four different closure placements, and will, for the most part, be priced from $39 to $49.
 
Along with its core collections, TellTale will also feature monthly curated stories covering categories including apparel, accessories and beauty.

At launch, the pieces in TellTale’s offering will be available in sizes 32A to 40DD and XS to XL.
 
Targeted at women aged 25 to 40, the label seeks to fill a gap in the lingerie market for “affordable, well-constructed, fashionable bras,” while also tapping into current sector trends by combining a sensual aesthetic with comfort and an overall ethos of self-expression.
 
Betting on these values seems like a savvy move in the light of falling sales at super sexy Victoria’s Secret and the rise of brands such as ThirdLove and Rihanna’s Savage x Fenty, both of which prioritize comfort, confidence and inclusivity in their product offerings and marketing.
 
“TellTale enables us to capitalize on our intimate's infrastructure with core, proven expertise already in place, addressing a true white space in a growing market,” said Chico’s FAS President and CEO Shelley Broader in a release. “The retail environment is shifting rapidly, and we believe that the winners long-term will be those that have a healthy pipeline of innovation – including innovative approaches to doing business.”
 
“TellTale allows us to target new customers and offer them a different experience than what we offer through our Soma brand intimate apparel,” added Mary van Praag, president of Chico’s FAS’ intimate apparel group.
 
The new brand will be led by Kimberly Grabel, who brings 25 years of industry experience to the position, having most recently served as senior vice president of marketing at Soma, a role in which she was responsible for overseeing the brand’s repositioning. She has also previously led the marketing department at Holt Renfrew and Saks Fifth Avenue.
 
TellTale’s launch collection will be available exclusively on the brand’s website from April 24, 2019.