Innovation was a key reason why Spanx not only became part of the common vernacular but also was sold to Blackstone for $1.2 billion in 2021. While the Atlanta-based company’s ownership and product range has changed, its focus on technology has not.

As more players including celebrity-led ones like Kim Kardashian ’s Skims and Rihanna ’s Savage x Fenty have jumped into the shapewear market with more of-the-moment styles, consumers’ interest in the category has increased. Newer labels have also helped shapewear to further shake off its old lady image. The global shapewear market size was estimated at $2.73 billion last year and it is projected to hit $4.32 billion by 2030, according to Grand View Research. While the North American market accounts for the largest share with 38.6 pe

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