Addition Elle came to NameStormers needing a name for their new line of intimate lingerie for plus size women. The new line would include bras, panties, sleepwear, shapewear, but not activewear. “Sexy” or even “European sexy” and “who says support can’t be sexy?” was the new brand’s positioning. Addition Elle wanted to become the “Victoria’s Secret” of plus-size apparel with this new mid-to-high priced line and would become their most important and largest category of apparel. They wanted the new name to convey or at least support the idea of “sexy” in some way with some names sounding European, French, and sophisticated.
Déesse was the chosen moniker which is French for “goddess”. The Addition Elle team loved this name as they felt it had a lot of possibilities, was easy to convey, and worked well in the lingerie category.
Six years later, Déesse has proven to be a success for Addition Elle and loved by customers across the globe.