The perfect fit

Known for comfortable intimates that flatter all shapes and sizes, Felina found the ideal ecommerce fit with Amazon Pay.

Founded by the Zarabi family in 1982, Felina has become an industry leader in the intimates category by putting fit and feel first. Felina’s extensive line of bras, leggings, underwear, activewear, and loungewear are designed for comfort and confidence — and every kind of body shape. Their inclusive sizing ranges from 32C to 44H for bras and from XS to 3X for garments. And if the fit isn’t perfect, they offer a 30-day refund or exchange.

Helmed by owner Robert Zarabi, Felina has also built a loyal and growing following over the last 40 years based on the idea that lingerie can be both beautiful and affordable. Combined with their reputation for fine fabrics, easy styling, and a reliable, comfortable fit, that ethos has led to phenomenal success — with a competitive price point and creative bundling options that keep customers coming back.

Based in California, Felina is now sold in major big-box retailers, specialty stores across the country, the Felina website, and on Amazon. But despite its size and reach, it remains at its core a people-focused company. The “Felina difference” — and one of the keys to its longevity — is a very human one.

“We are truly a family-run business,” says Felina’s Head of E-Commerce, Neil Popkin. “Most of our employees have been with us for over 20 years, and everyone is part of the same team.”

“The bra that does it all”


Although Felina is known for more than a few popular bra designs, its Marvelous Side Smoothing T-Shirt Bra has been a remarkable runaway success. Now one of the bestselling side-smoothing bras on the market, it was designed to help reduce underarm bulge and provide full coverage for a seamless silhouette under clothes, particularly for fuller-breasted women. Customers love the power-mesh wing design, the full cups, and the specially placed panels and stretchy fabric that work together to smooth out lumps and bulges.

With more than 5 million units sold, Felina has another huge hit with its Velvety Soft Leggings, made from a luxurious and buttery 4-way stretch fabric that the brand has incorporated into a variety of athleisure offerings. It’s one of many ways Felina has continued to explore the possibilities when it comes to materials, from developing super stretchy intimates to championing sustainable fabric technologies, including Tencel, Modal, and natural cotton organics.

“Our sourcing department is always on the cutting edge of using innovative fabrics designed for breathability and comfort, as well as being safe for the environment,” says Popkin.

That innovative approach to fabric and design carries over to the ecommerce side of Felina’s business, where their recipe for success has led to booming digital sales. It’s the same thinking that led Felina’s team to add Amazon Pay to its Shopify-powered website.

Finding the perfect fit with Amazon Pay


“We want our customers to have a seamless experience upon checking out,” says Popkin. “Giving our customers the option to easily tap Amazon Pay allows us to boost our conversion rates and creates a frictionless customer experience.”

Since adding Amazon Pay as a payment method, Felina has seen their average order value increase by 6%, their returning customer rate improve by 5%, and their conversion rates rise by 4%.1

“We have seen a nice boost to sales,” says Popkin. “And it has helped reduce the number of checkout abandonments. People trust Amazon, so it gives customers a level of security during the checkout process, and it’s a quick and easy checkout flow.”

With what Popkin describes as “incredibly easy, plug-and-play” implementation, the decision to add Amazon Pay has been a win-win for both Felina’s customers and its bottom line.

“Amazon Pay is a great tool for Shopify stores and beyond,” says Popkin. “It’s extremely easy to set up. I would recommend it for any merchant looking to increase their conversion rate and build retention.”

Discover what Amazon Pay for business can do for your store.

1 Popkin, N. (2023, February). Personal communication [Personal interview].