New Meijer Intimate Apparel Designed For Breast Cancer Survivors
Meijer has expanded its assortment of intimate apparel with the launch of AnaOno x Tranquil & True, a collaboration between the leading mastectomy bra brand and the retailer’s intimate apparel label.
The collection features chest-inclusive bras specially designed for individuals who have undergone mastectomy, lumpectomy, reconstruction, or other breast surgeries.
AnaOno was founded in 2014 by Dana Donofree, who was diagnosed with breast cancer at 27. Following bilateral mastectomies, breast reconstruction, and chemotherapy, Donofree struggled to find bras that fit her post-surgery body.
As a recent graduate from Savannah College of Art & Design, she decided to combine her lifelong passion for style with her newfound mission of advocating for women's health to create her own line of comfortable, stylish, and supportive bras for individuals of all shapes and sizes. AnaOno has since become a pioneer in the industry, partnering with everyone from influential celebrity stylists to healthcare providers to reduce the stigma around conversations about breast cancer.
Originally from the Dayton, Ohio, area, Donofree grew up shopping at Meijer stores with her family. In 2022, she met Annette Repasch, Meijer group vice president of Softlines, at a Women in Retail Leadership conference. They bonded over their lived experiences as breast cancer survivors and shared missions to ensure women feel beautiful through inclusive sizes and styles.
This partnership marks the first retail collaboration for both AnaOno and Tranquil & True and is a demonstration of how Meijer extends its culture of inclusivity and belonging to its customers and communities.
"By pairing our Tranquil & True brand with this truly amazing women-owned business, we hope to make a difference in the lives of our customers who have undergone chest surgery or are battling breast cancer and inspire them to feel supported, confident, and empowered," Repasch said. "Our goal is to provide a shopping experience where they can find everything they need for their families, including themselves."
The AnaOno x Tranquil & True collection includes two styles of bras: the Front Closure Bra, a post-surgery recovery bra designed to secure bandages and surgical dressings in place while giving the chest a gentle, comforting hug. The Front Closure Bra is comfortable and practical, featuring a unique combination of softness, adjustability, and style, and was voted "Best Post-Mastectomy Bra" by InStyle Magazine.
The Full Coverage Bra provides comfort and support through the healing process with a stylish, wire-free design, including elastic encased in soft, cooling, anti-microbial material designed to bring an added layer of comfort to healing.
"I'm so honored and humbled to be a part of this evolving and important conversation around breast cancer, helping bring it out into the open instead of hiding it behind closed doors," Donofree said. "Our ultimate goal is to make mastectomy garments accessible to all women who need them, no matter where they live or shop, and this partnership with Meijer gives incredible access to our garments in stores across the Midwest."
The AnaOno x Tranquil & True line is now available in more than 175 Meijer stores across six states.
