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US-based fashion stalwart Athleta is venturing into intimates segment with the launch of its Rituals collection.

The new collection is based on comfort and enhanced support through its fit, fabric and construction.

Importantly, these were wear-tested by more than 100 women.

Rituals, which will be available on Athleta’s website from 20 September, comprises bikini, boy shorts and thong underwear in sizes XXS to 3X and is priced at US $ 16 each or three for US $ 36.

While an adjustable strap bra comes in sizes A to DD, a T-shirt bra is available in sizes B to G. The bras cost between US $ 59 and US $ 69.

Athleta believes this is the right time for it to foray into intimate segment as 15 per cent of its website searches are, reportedly, for the intimate section, which presents a growth opportunity.

As per a reported research, the US intimates market is projected to be a US $ 16.2 billion business in the next four years.

Athleta apparel is available at its more than 230 company-operated stores across the US and Canada, through its catalogue, and at Athleta.com.

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