Apparel and lifestyle brand Roller Rabbit has expanded its offering and launched its debut collection of intimates as it seeks to strengthen its leading position in the loungewear section.
The new collection includes 50 pieces of intimates featuring the brand’s best-selling patterns, vibrant prints, and silhouettes. In addition, the debut collection sees Roller Rabbit introduce a Pima fabric blend for the first time, designed to offer a second-skin feel.
The expansion of its product category comes as Roller Rabbit sees strong demand for its pajamas and loungewear, with many of its nightwear drops selling out in as quickly as six minutes.
“This is a very natural evolution for the brand in every way,” said Ed Bertouch, CEO of Roller Rabbit, in a statement. “With our new intimates category, we are continuing to prioritize high-quality materials and consumer needs with our highly popular designs and patterns.”
“There’s been a notable shift toward comfort-driven designs, with bralettes and loungewear becoming increasingly popular, particularly among younger consumers. We always want to have a community-first mindset and continue to find new ways to reinvent what we do so well here at Roller Rabbit.”
Roller Rabbit’s expansion into intimates aims to target its largest online audience—Generation Z, responsible for 37 percent of the brand’s website traffic. The brand’s appeal among 18 to 24-year-olds is driven by a TikTok following that has grown 76 percent year over year.
The new Roller Rabbit intimates collection includes a wide range of styles, such as bralettes, hipster underwear, camis, bikini underwear, bikini four packs, thong four packs, boyshorts four packs, shorties, scoop-neck bralettes, baby tees, robes, cardigans, and pants. Available in various sizes, from XXS to XL, the collection ranges in price from 28 dollars to 148 dollars.
The new Roller Rabbit collection is now available online at rollerrabbit.com and in all 10 of the brand’s retail stores, including Austin, Charleston, Greenwich, Madison Avenue, and Palm Beach.
