Harper Wilde

Harper Wilde sells everyday bras, bralettes, and underwear priced $25-$55 per piece, with multi-pack discounts that drop unit cost below $20. The assortment centers on smooth T-shirt, lounge, and nursing bras in cup sizes A-DDD and bands 30-44; matching briefs and thongs complete the line. Distribution is direct-to-consumer through harperwilde.com and a mobile app; Amazon and select Target stores carry limited SKUs. The brand’s signature is “The Bliss” seamless T-shirt bra, engineered with recycled nylon, removable pads, and a front-adjusting strap system patented for one-hand tightening. All products are shipped in resealable, recyclable pouches and backed by a 30-day “Wear & Wash” guarantee; customers can return worn pieces for recycling via the company’s Take Back program. Positioning emphasizes “easy on, easy off” comfort and sustainable materials rather than push-up sex appeal. Core buyers are 25-40-year-old professionals and new mothers who want supportive, no-hardware bras that disappear under work or loungewear. Value drivers are comfort, inclusive sizing, and ethical production; 70 % of SKUs use recycled fabrics and the site publishes factory audits. Shoppers typically prioritize convenience, environmental responsibility, and price transparency over luxury branding. Harper Wilde competes in the digital-native intimates mid-market against labels that also bypass Victoria’s Secret via online fit quizzes and home try-on perks. Differentiation comes from lower entry prices for multi-packs, patent-pending strap hardware, a formal recycling program, and messaging that frames bras as utilitarian essentials rather than fashion statements.