Meijer has added mastectomy bras to its intimate apparel private label line. The collaboration, AnaOno and Tranquil & True, features bras specially designed for women and individuals who’ve undergone mastectomy, lumpectomy, reconstruction, or other breast surgeries.
AnaOno CEO Dana Donofree, who was diagnosed with breast cancer at 27. She went on to recover and founded the company in 2014.
Originally from the Dayton, Ohio, area, Donofree said she grew up shopping at Meijer stores with her family. In 2022, she met Annette Repasch, Meijer group vice president of Softlines, at a Women in Retail Leadership conference. The two women bonded over their shared experiences as breast cancer survivors.
The new line marks the first retail collaboration for both AnaOno and Tranquil & True.
The collection includes two styles of bras: the Front Closure Bra, a post-surgery recovery bra designed to secure bandages and surgical dressings in place. The Full Coverage Bra provides comfort through the healing process with a wire-free design, including elastic encased in soft, cooling, anti-microbial material.
The models pictured in the Meijer launch campaign are mainly breast cancer survivors from the Midwest, ranging in age from their 20s to 50s.
The AnaOno x Tranquil & True line is now available in more than 175 Meijer stores across six states.
