PHILADELPHIA, PA--(Marketwired - September 27, 2016) - The Gendel Girls™, the family behind QVC's largest intimate apparel brand, announced today their pledge to donate ten percent of on-air sales of their patented support bra (style A264053, available on QVC.com) during the month of October to raise awareness and support of Breast Cancer Awareness Month. The donation, to be made to the Fashion Footwear Charitable Foundation, which funds medical institutions for first step breast cancer research, is one of several initiatives The Gendel Girls will embark upon to help fight the disease this year.
Support of the cause has been a personal passion for many years of CEO and Founder Kathy Gendel, whose grandmother passed away from breast cancer. In fact, The Gendel Girls was created in part due to Kathy's commitment to develop a product for breast cancer survivors. The company's patented support bra, a top-selling product in The Gendel Girls' Breezies® line, features a unique and patent-protected sling that can be used for a breast prosthetic, ideal for women who have had a mastectomy.
"Breast cancer is a cause that is truly near and dear to my heart and all of us at The Gendel Girls," said Kathy Gendel. "Ever since I was the primary caregiver to my grandmother when she was struggling with this awful disease, I made it a lifelong commitment to help find a cure for breast cancer. I also knew in my heart of hearts that I wanted to develop a product to help and boost the confidence of survivors of the disease. The response from customers has been overwhelming over the years, and we love being able to help them feel comfortable in their own skin after they have been through so much."
In addition to the monetary donation, The Gendel Girls will serve as an active supporter of the Fashion Footwear Association of New York's "Shoes for Sale" event, taking place on October 25 at the Waldorf Astoria in New York City and presented by QVC. Kathy and her daughters Kalina, Laurissa and Catherine will be attending and donating to the cause, as they have done annually for the past 18 years.
About The Gendel Girls
Kathy Gendel and her husband Craig left corporate jobs to start a lingerie business in 1994. After a lot of perseverance and a lucky encounter on Madison Avenue, they found a home at QVC, where The Gendel Girls'™ patented performance fabric, UltimAir® has made Breezies® the largest intimate apparel brand on the network. Based outside Philadelphia and operating on a family farm, The Gendel Girls are first and foremost a family business with Kathy, the CEO, at the helm and her three daughters: Kalina Gendel, Chief Operating Officer, and Laurissa Gendel, President, in tandem leadership, and Catherine Gendel, VP of Creative Marketing. One of only a handful of on-air family personalities in the entire home-shopping genre, The Gendel Girls have been a mainstay on QVC for 22 years, having sold millions of bras and panties.