By  on August 24, 2010

Through a licensing deal with Group JS International, Monique Lhuillier is rolling out three new labels for spring.

Most widely known for her wedding gowns, this marks the first major push for her 14-year-old label, which also offers ready-to-wear. During a phone interview Monday, Lhuillier said, “After all these years of selling wedding dresses, people wanted me to do the entire wedding party.”

Her husband Tom Bugbee, who serves as the chief executive officer, declined to comment on projected wholesale volume.

The Los Angeles-based Lhuillier is unveiling a designer bridge collection of eveningwear, cocktail dresses and separates that will be called ML Monique Lhuillier. There will also be two bridesmaid collections — the higher-end Monique Lhuillier Bridesmaids and a secondary line called ML Monique Lhuillier Bridesmaids. The bridge collection will wholesale from $150 to around $400. Monique Lhuillier Bridesmaids will range from $140 to $175, and ML Monique Lhuillier will wholesale from $80 to $100.

As of January, Monique Lhuillier Bridesmaids will be available in full-service bridal salons. The more affordably priced bridesmaid collection makes its debut next month exclusively at Nordstrom and online at nordstrom.com.

Extending the label “just seemed like the next progression,” Bugbee said.

An online and print advertising campaign will be shot in October, though the couple declined to provide any specifics.

Based in Montreal, Group JS International has been catering to the North American market for more than 30 years. The company has five divisions, as well as additional offices in New York, Toronto and London.

Mitchell Hops, ceo of JS International, said of the new endeavor, “Our goal is to take her signature style and make it accessible to the aspirational shopper. We are looking forward to helping grow the Monique Lhuillier brand through this collective partnership.”

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