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J.Lo Enters Innerwear Market

Jennifer Lopez and innerwear brand Yamamay have become intimate partners.

MILAN — Jennifer Lopez and innerwear brand Yamamay have become intimate partners.

Through the celeb’s Sweetface Fashion Co., Lopez has signed a three-year licensing pact with Inticom Spa, an Italian lingerie and swimwear manufacturer, to launch a high-end innerwear line called JLO for Yamamay.

Inticom is the parent company of Yamamay, an edgy and inexpensive brand that has grown exponentially since it was launched six years ago.

The collection was launched Thursday at Yamamay’s 500 stores worldwide and at 30 European outposts of the JLO Lifestyle Store. It also will be available on the Web site yamamay.com.

Infused with Latino sensuality, the collection targets consumers with a lineup of matching sets, corsets and at-home wear. Some 350,000 pieces were produced for the first collection. First-year sales are estimated at $10 million, said Gianluigi Cimmino, chief executive officer at Inticom.

“This is a dream come true for us. Many women identify themselves with Lopez because she is a more reachable role model compared to skinny models. This line was conceived for special occasions,” said Cimmino.

Most pieces feature intricate pleating, sensual cuts and rhinestone and stone detailing on silk satin, silk georgette, tulle and chenille. The color palette includes black, red, silver and electric blue. Retail prices range from $14 for a thong to $46 for bra-and-panty sets, and $86 for a chenille tracksuit with stone decorations.

Since Cimmino and Rita Garda di Samarate founded Inticom in 2001, the company has grown rapidly, with 2007 sales of $146 million, a 30 percent hike over last year.