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Aubade Broadens Its Horizons

NEW YORK — The 103-year-old Aubade brand of French intimate apparel will be introducing a new category at the Salon International de la Lingerie: at-homewear.<br><br>Desire Larson, vice president of sales for Aubade USA, said, "We’ve been...

NEW YORK — The 103-year-old Aubade brand of French intimate apparel will be introducing a new category at the Salon International de la Lingerie: at-homewear.

Desire Larson, vice president of sales for Aubade USA, said, “We’ve been able to develop a loyal following in the U.S., and this is a fun, new category that can be worn out or inside the home. We introduced swimwear two years ago. Aubade is making a lifestyle statement.”

The line will be presented in two groups: The first group features a semisheer, pleated man-made fabric and a soft, crochet-like lace, both in black; while the second group is comprised of a silk-blend velour and will include sleepwear and daywear items of microfiber. Suggested retail in the U.S. for the pleated and crochet group will start at $49 for triangle tops and boy-cut briefs to $159 for belted chemises, $189 for pants and $229 for smoking jackets. Items of velour will range from $79 for tops to $159 for cardigans and $209 for smoking jackets.

Aubade will also showcase its signature bras and panties, specifically fancy lace detailing on lace-up demicup bras with coordinating tanga-style panties that have lace-up effects at the back. Regarding foundations, Stephane Pasquier, chief executive officer of Aubade USA, said that over the past several years, the company has been able to diversify its consumer base to include Japan, where the most popular demicup bra style is sized 30A. But bra cup sizes generally go up to 38DD in a demicup and 40E for fuller figures.

He further noted that a new seamless collection of bras and matching bottoms will be launched for late spring at SIL. The silhouette and concept of the new line is based on the firm’s number-one selling group called Tulips, an allover tulip-embroidered pattern on tulle. The seamless version will feature smooth cups and tulip detailing along the sides of the bra.

Suggested retail in the U.S. for bras are listed at $69 to $99; panties are $20 to $114.

Pasquier noted that Aubade has been exhibiting at SIL for 30 years.

“It’s a unique show because you can see all vendors and customers in one place, and it allows us to see who is in business and who is not. It’s the biggest [lingerie and textiles] show in the world. International visitors represent over 50 percent of people attending the show,” said Pasquier, noting that Aubade’s 2,000-square-foot booth will feature nonstop informal modeling.

“If you start a European [lingerie or textile] company and you want to be successful, you have to be at this show.”

Aubade’s worldwide wholesale sales total $35 million, said Pasquier.