Meijer Adds AnaOno Mastectomy Bras to Its Tranquil & True Line

Meijer has expanded its Tranquil & True intimate apparel private label line with the addition of AnaOno mastectomy bras, specially designed for women and individuals who have undergone breast surgeries, including mastectomies, lumpectomies, and reconstructions. This collaboration brings together AnaOno, founded by breast cancer survivor Dana Donofree, and Meijer’s Tranquil & True brand to provide bras that focus on both comfort and support during the healing process.

AnaOno, established in 2014, was born from Donofree’s personal journey with breast cancer, diagnosed at the age of 27. After undergoing breast cancer treatment and recovery, Donofree wanted to create a product line that addressed the unique needs of breast cancer survivors. She connected with Meijer’s Annette Repasch, group vice president of Softlines, at a Women in Retail Leadership conference in 2022. The two women, both breast cancer survivors, bonded over their shared experiences, leading to the partnership that brings AnaOno mastectomy bras to Meijer’s stores.

The new collection features two key styles of mastectomy bras:

1. Front Closure Bra – A post-surgery recovery bra designed to securely hold bandages and surgical dressings in place, offering a gentle, comfortable fit during the healing phase.
2. Full Coverage Bra – A wire-free bra made from soft, cooling, and anti-microbial material, providing all-day comfort while supporting the healing process.

The bras are designed with functionality and comfort in mind, ensuring that women who have undergone breast surgeries can wear them with ease during their recovery. Meijer’s campaign to launch this line features breast cancer survivors from the Midwest, aged from their 20s to 50s, highlighting a diverse range of women and experiences.

This collaboration marks the first retail partnership between AnaOno and Tranquil & True, and the products are now available in over 175 Meijer stores across six states. The collection represents an important step in providing inclusive, supportive options for women who have undergone breast surgery, and the collaboration between AnaOno and Meijer reflects a growing commitment to meeting the specific needs of breast cancer survivors.