Moving Comfort is moving back to its root. The company announced plans to discontinue its apparel collections in order to focus solely on sports bras. The Moving Comfort apparel line will continue to be sold through Dec. 31, 2014, and sales representatives are currently showing the 2014 fall/winter apparel and sports bra, but the focus will be only bras starting in 2015.
“Building world-class sports bras is our passion, and starting in January 2015, it’s the only thing we’ll do,” the company announced through a letter to the media from its PR arm, Jam Media Collective.
“Our singular focus on sports bras is a conscious decision to lead in product excellence. In fact, we currently lead the specialty run channel with an impressive 78% market share,” the letter continued. “We also intend to solidify our expert stature in the marketplace with targeted marketing efforts.
“Finally, we employ the most talented sports bra designers and developers in the industry and look to intensify their focus on continued leadership in sports bras,” said the company.
