Eight: the lingerie brand opens up to yoga outfits

A historic brand in the French lingerie market, Huit has been bouncing back for three years under the leadership of its American distributor, Absolutely Lingerie, who took over the company in 2019 after its compulsory liquidation. Cultivating an offer of colorful and feminine underwear, the label is clearing a new territory this year: that of sportswear (yoga, fitness, etc.).

Presented to buyers at the recent Salon international de la lingerie, which was held from January 21 to 23 at the Porte de Versailles, the first line ofactive wear de Huit, scheduled for the fall-winter 2023/24 season, is not limited to sports bras. It includes around twenty references, from leggings to cropped top through the combination, the bag and the yoga mat. All available in a palette of enveloping shades such as sunflower yellow, burgundy and indigo. Prices start at 45 euros for a top and 50 euros for a bottom.

“It is an offer lifestyle comfortable, with a very soft material, which encourages mix and match, describes Souad Sinai, the general manager of Huit. There’s even a heated jacket!”

The collection, which will be shipped to retailers from next June, is targeting international distribution, but has above all been designed for the United States, the kingdom of well-being sports. The leader hopes in particular to attract department stores, fashion retailers and spas.

With a premium positioning (70 to 90 euros for a bra), Huit also continues to offer its lingerie lines: for next fall-winter, the brand has chosen a theme inspired by the Roaring Twenties, “with geometric shapes , transparency, and very visual patterns”, she characterizes.

“Since the takeover, we have brought something new while maintaining the historic spirit of Eight, based on color, details and comfort, with the ‘bralette’ as the flagship model, specifies Souad Sinai. The brand’s reputation is still strong.”

Relying on a network of several hundred resellers, and not disclosing its turnover, the brand also has a boutique in Los Angeles, where the leader is based. The company nevertheless retained teams in France, in Perpignan and Rennes, for the design and model making part. Seventeen jobs had been maintained at the time of the recovery, three years ago.

Born in 1968 in Rennes, the Huit label at the time had the objective of freeing women’s bodies, by offering lighter models, but also seamless, while injecting a dose of creativity and sexiness. In 2008, the brand bought out its competitor Barbara, then went through a delicate 2010 decade, ending in three ineffective changes of hands.