The Chelsea Design Group is launching the first collection of intimate apparel bearing the Ellen Tracy name.
Scheduled for Dec. 15 deliveries, the line of bras, undies and shapewear targets “women in the 40-to-45-year-old age range, women with an average dress size of 12 and 14,” said Tobie Garfinkle, senior vice president of merchandising at Chelsea Design.
The launch of Ellen Tracy lingerie is part of a licensing deal signed between Brand Matter LLC, owner of the Ellen Tracy brand, and the Komar Co., which has a joint venture partnership with Chelsea Design.
Distribution is aimed at over 200 doors of major department and specialty stores, including Bloomingdale’s, Nordstrom and Von Maur, said Stu Greenberg, president and chief executive officer of Chelsea Design.
“In this [tough] environment, we believe there’s opportunity out there to create excitement, so we’re putting tremendous support behind the brand by working with the Ellen Tracy team on brand direction, channels of distribution and customer demographics,” said Greenberg. “We believe very strongly that now is not the time to limit newness. It’s time to be aggressive with newness. We want to create a brand following, and we’ll have styles that can be placed on automatic replenishment.”
Bras will be sized from 34A to 38DD and will retail for $42 to $62; bottoms will include a thong, a hipster brief, and a boy-cut short, selling from $18 to $28. Control garments will be sized S, M, L and XL. Shaping tank tops will retail for $42 and $44, and tummy smoother briefs will be $26 and $28. Colors include camellia pink, aqua, a printed lace on a marble gray ground and animal prints.
Executives declined to provide sales projections for the line, but sources estimated it should do $2 million to $3 million.
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