Meijer Debuts Tranquil & True Intimate Apparel Line

Meijer is expanding its assortment of private label apparel with the debut of its Tranquil & True assortment for women that is now available at all of the retailer’s Midwest supercenters.

Officials with the retailer said the selection of sleepwear and intimate apparel captures the trend of women who are looking for products that help them feel comfortable and confident in their own bodies. Statistics from the NPD Group show that comfort-focused smoothing and wire-free bra sales between January and August 2021 increased more than 40% when compared to the same period in 2019.

"Confidence is at the core of the new Meijer Tranquil & True brand," said Annette Repasch, group VP of Softlines at Meijer. "We know that finding intimate apparel that fits well, is comfortable and reflects a woman's inner style is not always easy so that's why we designed Tranquil & True.”

According to Meijer, the Tranquil & True line of intimates and sleepwear aligns with the retailer's ongoing commitment to diversity and inclusion within fashion. For example, its Confidence Beyond Measure campaign features diverse models across size, shape, race, age and ability. 

In 2016, Meijer removed its women's plus size department and put clothing from sizes XS to 3X all on the same rack for the same price.

"We have a longstanding commitment to making sure all women feel confident and included when shopping our stores, so launching Tranquil & True is a natural next step," Repasch said. "It offers the ease and simplicity women really want, while integrating the size inclusivity they have come to expect from us."

Tranquil & True sizes range from S to 3X, with bra sizes up to a 42 band-size and DDD cup size. As with its other clothing, the items are located in one department on one rack and with one price for a given style, regardless of size