Injecting some sex appeal into the hosiery market is paying dividends for an Auckland company.
Newton-based Intimissima launched Bellamagia, its stocking brand, to New Zealand retailers in April and says it is already seeing encouraging sales growth.
Managing director Karen Short said the family-owned company - which has 18 years' experience as a distributor - saw a gap in a hosiery market filled with stale, generic offerings.
With names like The Mistress, The Goddess and The Femme Fatal, Bellamagia's 15 product collection enabled women to connect with their "alter ego", Short said.
"We've been absolutely amazed at the feedback we've had on our packaging - it's been just amazing and the retailers in New Zealand have really got behind us."