Leading Lady® Launches New Nursing Essential Collection at Walmart®

     Leading Lady® Launches New Nursing Essential Collection at Walmart®

Loving Moments by Leading Lady makes it easier than ever for pregnant and new
moms to find quality nursing essentials for an exceptional value at Walmart.

PR Newswire

CLEVELAND, May 14, 2013

CLEVELAND, May 14, 2013 /PRNewswire/ --Leading Lady, a Cleveland-based
nursing bra and niche-intimate apparel company, announces the May 2013 launch
of Loving Moments by Leading Lady® available only at Walmart, bringing fashion
and affordability to pregnant and breastfeeding moms.

(Logo: http://photos.prnewswire.com/prnh/20130514/CL13112LOGO)

New and expectant moms want to keep their pre-pregnancy style and feel
comfortable and supported as they breastfeed. With a strong focus on quality,
the new Loving Moments brand from the nursing bra experts at Leading Lady,
brings together today's fashion trends with nursing bra technology. Featuring
playful stretch lace, cute and supportive camis, soft comfortable sleep and
leisure bras, as well as seamless everyday bras, Loving Moments has a nursing
bra for every occasion.

With 74+ years of experience in the intimates industry, Leading Lady is loved
and recommended by lactation consultants, midwives, childbirth educators and
others in the breastfeeding community. "Because we interact closely within
this community, we understand the needs of a breastfeeding mom and her need to
find the perfect nursing bra," said Mark Corrado, President and
third-generation owner.

Each style is constructed with the utmost attention to fit, comfort, support
and function."Unlike fashion bras, a nursing bra features specially designed
cups that open easily to allow convenient access for breastfeeding," said
Haidee Johnstone, Executive VP and Director of Design. "They also offer added
support and adjustability to accommodate breast changes during pregnancy and
while breastfeeding."

The Loving Moments collection consists of a full assortment of nursing bras,
nursing tanks and will include washable nursing pads. Purposely designed to
allow pregnant and breastfeeding moms to pick and choose the undergarment she
needs to compliment any outfit or activity, the brand offers a comprehensive
line of nursing essentials for every occasion in colors, prints and a variety
of fabrications. Bras are available in sizes 34 to 46 band, B to DDD cup and
tanks in M to 2X.

Key styles include a nursing tank that will retail for $15.94 and features an
empire waist for a flattering fit. Worn alone or as a layering item, this is
any new mom's go-to-piece and will transition seamlessly from day to night
wear. The line also includes everyday and t-shirt nursing bras, a low-impact
active nursing bra and a seamless Santoni nursing bra that will retail for
$13.94; shirred front nursing bralettes in colors and prints will go for
$12.94; and reusable washable nursing pads for $5.88. Another key item is the
cotton softcup nursing bra that comes in a 2-pack which will sell for $16.98.

Loving Moments by Leading Lady will be sold at more than 3,600 Walmart stores
nationwide and will also be offered on Walmart.com. Available where new moms
shop, Loving Moments makes it easier than ever for expecting and new moms to
find quality nursing essentials for an exceptional value.

Loving Moments is about more than just intimate apparel, women can visit
http://LovingMomentsBras.com for product information, sizing assistance and
breastfeeding tips. Fans can join the conversation with new and expecting
moms on Facebook at Facebook.com/LovingMomentsBras and on Twitter at

About Leading Lady

Leading Lady is a premier nursing and full figure intimate apparel company
dedicated to creating comfortable, affordable, stylish bras and camis.
Leading Lady continuously works to improve products while adhering to core
values and business practices. Family owned and operated since 1939; Leading
Lady expertly tailors quality lingerie for top brands and retailers across
North America. Visit http://www.LeadingLady.comfor additional information.

CONTACT: William Mahar, 1-216-464-5490 x125

SOURCE Leading Lady

Website: http://www.LeadingLady.com
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