" Bravado, The Original Nursing Bra! "

The CEO of Bravado Designs was a maker of nursing bras in Toronto and took the 25-employee company through some tricky times, amongst huge competition and pricing pressure. In 2004 they began to think seriously about innovation.

Bravado started in 1992 with "The Original Nursing Bra," and amazingly accounts for most of their $5 million company's sales uptil today.

The CEO states "The people who are on the phone with customers know most what we need," she says. "And our staff is really into it."

She also says. "I'll visit customer after customer, watching them operate, and you see what they need," she says. Those visits have led to new colors, including a leopard-print Bra tha doesn't sell much "but shows we are a company that is fun and quirky." More important, it gets her product notably displayed to attract much needed attention.

This simple attention to customer satisfaction and demand is what makes bravado such as success story. They don’t just shout empty slogans claiming to give what the customer wants, they make the effort to interact with their customers at their level and find out exactly what they need.

One product that displays this is a Nursing Bra with a polyester-cotton lining called Bravado CottonFlex, which feels as soft as cotton yet retains the flexibility of polyester. Which is soon to find it’s way into the stores.

Bravado sees that as well as supplying innovative products, it also needs to be able to meet the growing demands and keep up with the population boom.

“We're looking at ways to be innovative not just in our products but in how we approach the business." Says Bravado CEO.