By  on November 1, 2007

NEW YORK — With a shop in Mykonos and a lifetime of beach vacations under her size two belt, Stefani Greenfield knows a thing or two about resort.

It should come as no surprise, then, that the co-owner of Scoop NYC is launching a collection called Scoop Beach. "This is not stuff to [simply] go to the beach in," said Greenfield. "We're going to have this in our stores all year long."

In addition to being sold at the 15 Scoop NYC stores, the entire Scoop Beach collection will be rolled out to department and specialty stores worldwide, a first for the company, which has dabbled in wholesaling its private label shoes and handbags. The brand is represented by Findings here and in Los Angeles and will be shipped in three deliveries, in February, March and April. Sales projections at wholesale for the first year are $3 million to $4 million.

Some pieces in the collection — an embroidered white tunic and a Tiffany blue Moroccan dress with white insets — are reminiscent of Talitha Getty, the tragic Sixties style icon who was prone to wearing caftans. Others, such as a gauze dress with a beaded belt, are imbued with a Southwestern vibe.

"The Scoop girl is not a fashion victim," Greenfield said. "This is not about schlepping around in T-shirts and shorts. It's head-to-toe dressing and looking chic without looking like you tried too hard. It's a vision, it's a mentality, it's a lifestyle."

The line includes a variety of dresses, woven tops, jackets, knitwear, pants, shorts, scarves, sarongs, sandals, handbags, jewelry, hats and other accessories such as belts. There's also a miniaturized version of key styles for girls.

"We're doing swimwear next season," Greenfield said. "We have to have everything to satisfy our customers."

Scoop Beach is merchandised by colorway, with several styles appearing in more than one hue. A long strapless leopard print dress for $350 comes in black, blue and tan. There are short and long versions of several dresses, including a Moroccan tile print number with embroidery, $355 for short and $395 for long. Greenfield pointed out the variety of styles in the collection by holding up a suede tunic for $465. Then she quickly grabbed a long crochet skirt, $445, which she described as "Saint-Tropez meets Malibu meets Scandinavia."

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