By  on August 6, 2013

Vanity Shops is giving a hint to its shoppers that it has something different in store with Hint, a new brand on which the retailer is partnering with Sunrise Brands LLC.

Hint was launched last month at 30 of Fargo, N.D.-based Vanity’s 165 doors. Chief executive officer Michael Feurer, who joined Vanity a year ago, is looking to Hint to distinguish the retailer from its mall competition by elevating the denim selection during the cutthroat back-to-school season. Hint is also another notch in Sunrise’s expanding belt of brands tied to specific retailers — Young & Faded for Pacific Sunwear of California, American Rag for Macy’s and ReRock for Express among them — that are part of a private-label business generating some $300 million in annual sales.

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