The Natalia Underwire Bra had sold for $68 at department stores and specialty boutiques since it was introduced in 2016. This year, lingerie company Journelle, which makes the bra, raised the price to $98, prompting some retailers to stop carrying it.
“They knew they wouldn’t be able to sell it at the higher price,” said Guido Campello, who owns Journelle and runs it with his wife. He said he pushed through the price increase anyway to offset rising costs, which in some cases have doubled since 2019.
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