Flora Backer, the founder of Flora Nikrooz who launched her lingerie line Rya in 2016, is entering a partnership with Montelle.
William Haddad, the owner of the Montreal-based intimate apparel firm, said he wasn’t looking to work with new brands, but after meeting Backer and seeing the line, they started to have conversations and realized it was an alliance that made sense.
“It’s hard to not fall in love with Flora,” said Haddad. “She’s so passionate about what she does. She has an amazing track record and her line is amazing. I went from, I’m not interested at all, to taking a close look and getting to know each other and deciding to do it.”
Backer will continue to oversee Rya’s design and creative while Montelle will support the brand by handling inventory, shipping, customer service, accounting and a sales rep force in Canada and the U.S. that will help Backer enter more boutiques. Rya is sold at retailers including Anthropologie and specialty boutiques.
“Bill is a great thinker and is very in-tune with the future of the industry,” said Backer. “I am dedicated to body-positive, passionate and stylish women who are not afraid to break boundaries and express their own individuality. We hope
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