By  on October 14, 2011

Spirite Industries Inc. will launch a collection of junior intimate apparel called Cupcake Lingerie for late fall and holiday selling.

Distribution will be aimed at junior specialty chains. Special gift-giving items such a free pair of undies with a bra will be available for mass merchants.

First-year wholesale sales projection are $2 million, said Ashley Bruce, director of design for Spirite.

Bruce describes the line as a “mix of fun and sexy looks.”

“We are targeting the in-between consumer who is not really cute and young, but she’s creative and willing to try something new,” explained Bruce.

The line is anchored by a best-selling balconette bra frame with molded cups and push-up bump pads that Spirite has successfully sold as a private label item for several years. The bra, which features pleated detailing, is rendered in a variety of fashion colors and animal prints that can be mixed and matched with undies and a stretch lace bodysuit.

Bras will be sized 32A to 38C and will wholesale for $3 to $4, while undies in sizes S to XL will be $1.25. The bodysuit, in sizes S to L, will wholesale for $4.50. There are two gift-giving ideas: a bra merchandised with one pair of undies on a hanger will wholesale for $5.50, and a gift package that looks like a colorful cupcake with three pairs of panties, for $9.99.

The line’s design and merchandising team includes Nicole Boniello and Danielle Leahy.

“We started this line on a whim. After the ‘Sex and the City’ craze and Magnolias’s, it’s cupcakes everywhere. You now see more cupcake trucks in SoHo then you do hot dog vendors, so that’s how we came up with the name of the collection,” said Bruce.

Gary Kronfeld, chief executive officer of Spirite, said he believes the time is right for the 99-year-old specialist of private label intimates to branch out into the branded business.

“We’re very entrepreneurial. I’m smart enough to hand over the reins to young, talented women who are creative,” said Kronfeld.

As part of its foray into the branded arena, Spirite signed a licensing deal with The Warnaco Group this month to produce and distribute a line of shapewear bearing the Body Nancy Ganz name.

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