This could be the perfect parable for Natori and their best-selling Feathers Collection. What does a brand do to fuel the fire behind their number one selling bra? They extend their key items into an entire lingerie stronghold. The original spark, ignited by the contour plunge, one of the nation’s top selling bras, has been stoked consistently as Natori strategically has added the unlined plunge, the front close T-back, the wireless, the convertible pushup, and the strapless rendition. Combine this with constant fashion color updates and there is a virtual Feather’s inferno dominating the field. This fall, the launch of their first print will surely keep this classic design hotter than ever. The collection covers a range of sizes for women 30-36, A-DDD. What does a retailer do to sustain a best-seller’s momentum? Expand exposure because as Millie chants: “Without fuel the fire won’t burn”.