Palmers reinvents underwear

New lingerie series and pop-up store in Vienna city centre


Beauty requires sacrifice? Palmers clearly rejects this popular wisdom and proves the opposite with its new, super-comfortable, clean underwear: Beauty requires comfort. The innovative underwear made of super soft, elastic microfiber is particularly comfortable and proves that comfort and fashion are no longer a contradiction. Invisible Softly Secret" offers a wonderfully comfortable fit. Bonded flatlock seams provide a barely noticeable lightness, making this virtually seamless line perfect for everyday comfort.

Comfortable for every body type: 'Invisible Softly Secret' by Palmers
Two tops ensure that every woman can find her favorite - with wider straps and no back fastening, or as a bra with removable cups and a back fastening. The briefs are available in a range of panty styles to ensure maximum comfort for every silhouette. Invisible Softly Secret" is almost invisible under clothing thanks to the soft-edged cut.
Three bold, contemporary colors are available for the launch: black (smooth or sporty ribbed), violet and sand.
The line is now available in all Palmers stores and online at palmers.at in sizes S-XXL, depending on color and structure. Prices start at 44.99 Euro for tops and 19.99 Euro for briefs.

Palmers 'Invisible Softly Secret' Pop-Up Shop
For the launch of the new series, Palmers is opening a pop-up shop at Kärntner Strasse 53 in the heart of Vienna from October 7 to November 2, 2020. All models and colors in all sizes will be available.
Opening hours: Mon-Sat 9:30-18:00
Campaign launch with two Austrian influencers
In order to authentically present the 'Invisible Softly Secret' series, Palmers is putting two Austrian influencers in front of the camera. Christl Clear @iamchristlclear, author and media maker, and Julia Schedlberger @jay.rox, entrepreneur and founder, will present the new series on posters in Vienna, Linz, Graz, Salzburg and Innsbruck, on a special tram in Vienna, in all Palmers stores nationwide and online. The campaign is the consistent further development of the "end of sorry" campaign, which was successfully launched in May 2024. Palmers puts strong women in the spotlight.
www.palmers.at/endofsorry

New stores, crowdfunding and more: the modernization of Palmers continues
Just last month, Palmers renovated and reopened two flagship stores in Vienna's SCS and Salzburg's Europark. The new, open interior design is characterized by golden mirrors for warm light reflections on the surface, merchandise displays in matte gold and subtle dusty pink at the checkout and in the changing area. High-quality oak furniture, combined with gold metal and glass, represents both tradition and modernity and allows for maximum flexibility.
The next Palmers flagship stores to be renovated will be those on Mariahilfer Strasse in Vienna and on Hauptplatz in Graz, right after the Christmas business at the beginning of 2025. Palmers has also launched a crowdfunding campaign with its Graz-based partner Rockets Investments to give Palmers customers and fans the opportunity to become part of the successful modernization.



Photos can be reprinted free of charge if credited © Palmers. 

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About Palmers
The iconic Austrian market leader in the premium segment has been there for women for more than 100 years with its lingerie and advice. In 1915, Ludwig Palmers laid the foundation for a company that still bases its success on extraordinary achievements in the areas of product, customer focus and advice. Palmers is considered an innovation driver with high quality standards in the lingerie sector, with around 180 locations in Austria. The Palmers brand enjoys an excellent reputation beyond the country's borders and, thanks to its legendary poster campaigns, an above-average brand awareness. Today, Palmers is represented at around 240 locations in 16 countries with its own branches, shop-in-shop and franchise areas in Europe. Palmers is constantly setting new trends and standards in communication and in the product.
www.palmers.at


For further information, please contact
Pia Schulz
Himmelhoch GmbH
Wohllebengasse 4/6+7
1040 Vienna / Austria
M: +43 (0)676 7751977
E: pia.schulz@himmelhoch.at
www.himmelhoch.at