How do you expand your floor presence nearly three-fold at the world’s largest retailer? Understand how she shops the category.

Parham Santana partnered with Maidenform to help launch Flexees, the number one shapewear brand, at Walmart. The project started with research that uncovered a key insight: Women shop the shapewear category by three usage occasions—casual, career and formal. Based on this truth, the team re-shaped the Flexees brand strategy, evolving the line’s positioning, packaging, planogram, color story and labeling.

Parham Santana worked closely with the product development and merchandising team at Maidenform to create fewer, more compelling choices for shoppers. Instead of eight different product groupings, the team narrowed the collection down to three based on how she shops for casual, career, and formal occasions.

“Flexees found success at Walmart by linking their product attributes—lite control, firm control, ultra firm control—to how she dresses for casual, career, and formal occasions,” says John Parham, President, Director of Branding. “The concept of usage occasion was key to simplification and making the category easy to shop.”

New signage, hangtags and attention-grabbing displays communicate these options in-store with vibrant colors, simple copy and photos of real women. This takes the intimidation out of shapewear by making the category both easier to shop and stock. The strategy also positions Flexees to take advantage of a huge growth opportunity: Only three in 10 women currently purchase shapewear, but seven in 10 say they would try it.

“Shapewear has traditionally been one of the most difficult categories to shop, even in the most expensive stores,” says Susanne Kernan, Head of Retail Strategy for Parham Santana. “The Flexees brand now offers an affordable high quality shapewear solution to women of all shapes, sizes, and budgets, and we’re excited to make the assortment easy to shop, too.”

This new approach hit Walmart stores this month and increased Maidenform’s footprint at the mass retailer from 7 feet to 20 feet. It’s an expansion that accounts for more than $15 million in incremental annual revenue for Maidenform.

It all adds up to a retail-ready system that’s plug and play for Walmart. And even better, this new approach allows women to quickly make a shapewear decision between picking up a gallon of milk and grabbing a package of paper towels.