Claiming over 12 million customers worldwide, US “shapewear disruptor” Shapermint is planning to build on that number with its launch of its dedicated UK web store.
Founded in 2018, the brand says it has become one of North America’s fastest-growing intimate apparel names following “major retail success” with Walmart and Amazon.
It says that success has been based on a “comfort-first approach” with inclusive sizing (XS–4XL) and commitment to unretouched promotional imagery, worn and championed by British model and body confidence advocate/influencer Iskra Lawrence.
The UK launch features Shapermint’s “viral best-sellers”including wireless bras, shaping camis, shorts, and leggings – to British consumers.
Hero styles such as the All Day High Waisted Shaper Short and Supportive Comfort Wireless Bra “have become cult favourites” it said.
Designs features include roll-resistant waistbands, breathable compression panels, and seamless finishes, “moving with the body and offering support without restriction”.
Gabrielle Richards, brand director at Shapermint, said: “We’re seeing a shift in consumer expectations around shapewear – it’s no longer about squeezing into something restrictive for a night out.
“Today’s shopper is looking for comfort-first, confidence-building pieces they can wear all day. The UK is a natural next step for our global expansion.”
