By  on February 20, 2008

The Tommy Hilfiger Group has signed a three-year licensing agreement with Delta Galil Industries to produce, market and distribute a collection of bras, panties and daywear bearing the Tommy Hilfiger name.

Distribution is aimed at better department stores and the five Tommy Hilfiger boutiques in the U.S., as well as key global markets, including Canada and 32 countries in Central and South America. Distribution to Asia, India and Australia will follow and initial shipments are slated for August.

A wholesale sales projection was not available, but the intimates lines should generate more than $10 million the first year, according to industry estimates.

Fred Gehring, chief executive officer of Tommy Hilfiger, said the partnership with Delta Galil is "fully in line with our corporate strategy to elevate the brand and product offerings for our global consumer."

"We are confident that Delta Galil's superior experience in this industry, combined with Tommy Hilfiger's brand recognition and global presence, will result in a mutually advantageous relationship," he added.

Delta Galil is an Israeli manufacturer specializing in intimate apparel, men's underwear and socks. It has the licenses for intimates by Nicole Miller Signature and Nicole Miller 3rd Date.

Zack Salino, president of D2 Brands, Israel-based Delta Galil's division in the U.S., said, "Looks will follow the Tommy Hilfiger lifestyle of casual styling. The collection of microfiber and cotton blends includes coordinating bras and panties, but most women today don't match their undergarments. They may want to wear a microfiber bra and cotton panties. So we have matching sets, but it's the way they are coordinated that give it a special, casual look.

"We also see there is a need for colorful, youthful and collegiate intimates at stores. Tommy's slogan of classic American cool is something that is missing on the intimate apparel floor. Stores may have modern contemporary, frilly and feminine fare, and extreme basics covered, but they don't have a great, classic American brand like Tommy."

Salino noted that color and prints will be an "essential" part of the collection, such as Hilfiger's signature colors of red, white and blue. Prints will include florals, plaids, pin dots and stripes. Bras will retail from $32 to $34, undies will be $9 to $10 and camis will go for $20 to $26.Denton, Tex.-based Russell-Newman Inc. has manufactured and marketed the licensed women's sleepwear, loungewear and robes by Tommy Hilfiger since 1998, and has continued to produce and market the men's classification under license since 1994. Hilfiger's women's intimates had been produced and marketed under license by VF Corp. until last year, when Fruit of the Loom acquired VF Intimates.

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