Pioneering Innovation for WALMART

Launching the value-driven, disruptive $3.98 bra

  • In Spring 2013, Gelmart designed and launched an average-figure padded bra value program for Walmart at $3.98. The program gained rapid success, and has become the highest selling bra program in the world
  • Walmart’s Head of Apparel and COO picked our $3.98 bra as Item of the Year across all categories for 2013
  • Gelmart’s initiatives for Walmart have completely disrupted the mass Intimates category, that is dominated by only a few players in the marketplace.

“The 3.98 bra became a household staple -- never had the consumer seen a bra of this price and quality.”

Yossi Nasser, CEO, Gelmart

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