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DALLAS — Badgley Mischka’s new licensed bridge collection will make its national debut at FashionCenterDallas’ women’s apparel show Aug. 18 to 21.
The 90-piece collection will be shown at The Ritz Group here and will wholesale from about $225 to $700, with initial deliveries set for Jan. 30 and Feb. 28, showroom owner Brad Ritz said.
“FashionCenterDallas attracts a strong designer, bridge and contemporary store roster, and buyers are already booking appointments to shop the line,” Ritz said. “It has the red-carpet look of the Badgley Mischka designer label, but at lower prices. They’re staying true to their vision. We plan to open the line to only a couple of doors per city to maintain an exclusive and destination appeal.”
According to industry sources, first-year projected wholesale volume is anticipated to be $6 million.
The line is intended to appeal to younger shoppers, especially women ages 20 to 50, who previously couldn’t afford the designers’ pricy high-end collections, which typically include glamorous and beaded gowns with Twenties and Thirties references that have long been a favorite of Hollywood.
Groupe JS International will manufacture the Badgley Mischka bridge collection. It already produces the designers’ high-end collection in a strategic partnership with Iconix Brand Group Inc., which bought the Badgley Mischka designer label from Escada in October.
Since then, Iconix Brand Group Inc. has been procuring licensing agreements under the Badgley Mischka label, including a deal with Pristine Fashion Group for a rollout of Badgley Mischka stores and with Riviera Concepts for fragrance and other beauty products.
In business 16 years, Badgley Mischka is branching out with a new 8,200-square-foot showroom at 550 Seventh Avenue in Manhattan that is to open by October. The showroom will house the designer and bridge collections. Fran Ornstein, a 22-year veteran of Chetta B., is vice president of sales and merchandising at Groupe JS for the new bridge division. Don O’Neill, a veteran at Carmen Marc Valvo, is design director.