SASSA launches STUDIO line: the missing piece in the lingerie market
The lingerie market has evolved in two directions: functional basics on one hand and elaborately staged lingerie collections on the other. A gap has emerged between them, one that is far removed from the customer's everyday life. This is precisely where SASSA STUDIO comes in, the new flagship line from the German lingerie specialist, offering premium looks at a commercially viable price.
The timing is deliberate. For years, trading up was considered a growth strategy, but rising living costs are making consumers more price-sensitive. The willingness to buy bras drops significantly from around 50 euros, with noticeable consequences for conversion rates on the shop floor. STUDIO deliberately focuses on a more accessible price point: bras are priced between 37.99 and 42.99 euros, and briefs are between 17.99 and 22.99 euros. The line thus strikes a convincing balance between affordability for the customer and commercial potential.
Parisian chic, mediterranean lightness
Emotionally, STUDIO remains uncompromising and is a statement of modern sensuality. Inspired by Parisian chic and infused with a Mediterranean lifestyle, the line combines high-quality materials with precise tailoring and a clear design language. Lace and fine details create a feminine and stylish look without being contrived. Seven lines each offer five styles – three bras and two bottoms – each available in two never-out-of-stock colours and one fashion colour. All models can be mixed and matched, allowing for flexible retail space design and continuous range management.
Fit over fixed sizes
At its core, STUDIO remains a SASSA line and therefore a matter of fit. The brand sees this not as a rigid sizing system, but as the result of experience, material choice and a genuine feel when worn. The styles adapt to different body shapes, offering secure and comfortable support. “More than sizes. Designed for your shape.” perfectly encapsulates this approach, complemented by a wide size range that ensures a deep reach within the target audience.
For retailers, STUDIO provides a strong commercial foundation: a 200 percent retail margin; an attractive price-performance ratio; never-out-of-stock (NOS) enabled programmes; high delivery readiness with 48-hour replenishment; EDI expertise; and more than 2,000 connected points-of-sale (POS) across Europe. The combination of reliable replenishment and plannable programmes makes the line a predictable yet flexible component of any assortment.
For women who expect more
The target group is women between 30 and 55 who do not want to choose between comfort, style and price. In this way, STUDIO builds on the ethos of SASSA, which for more than 30 years has stood for fit expertise, everyday wearability and a strong price-performance ratio, all under the guiding principle “Bras for every body.”
SASSA STUDIO addresses the point where many lingerie collections diverge: combining a look that inspires a purchase, a price that remains accessible to the customer, and a programme that allows for reliable replenishment for retailers.