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DBA Apparel Buys Lovable, Celebrity

DBA Apparel has acquired the apparel-related trademarks of Lovable and Celebrity from Lovable World Trading Co.

DBA Apparel has acquired the apparel-related trademarks of Lovable and Celebrity from Lovable World Trading Co.

Financial terms were not disclosed, but annual wholesale sales of intimate apparel and related apparel for Lovable World Trading are estimated at more than $25 million, according to industry experts. Lovable World Trading had licensed the Lovable name for apparel in 100 countries in Asia, the Middle East, South America, the Caribbean and Africa, as well as Canada.

Paris-based DBA is a $1.2 billion apparel company owned by Sun Capital Partners. It was spun off from Sara Lee Corp.’s intimate apparel businesses in Europe two years ago and includes a portfolio of brands such as Playtex, Dim, Wonderbra and Lovable.

Eliaz Poleg, DBA’s chief executive officer, said the purchase will give DBA the “opportunity to broaden the base of our already successful Lovable business into other parts of the globe, including Canada and especially Asia, where we could see our well-established model for the operation of retail shops that will include Lovable and other leading company brands.”

Thomas Garson, who with his wife, Nancy, owned the Lovable trademark for apparel since 2000, said, “Finding the best possible company to build Lovable intimates and other apparel globally in the years ahead has been one of our chief corporate goals. I will continue to develop new business ventures, as well as consult for companies in the U.S., Europe and other parts of the world in nonapparel categories.”

Garson said he is in discussions to license Lovable products for infants and children’s, including products such as baby lotions, diapers, toys and a series of children’s books.