NEW YORK — The legwear crowd hit the town last week as Foot Petals showed off its new products with a party at the Pennaco showroom Tuesday evening, while VF Corp. premiered the Vanity Fair and Lily of France legwear lines produced under license...
NEW YORK — The legwear crowd hit the town last week as Foot Petals showed off its new products with a party at the Pennaco showroom Tuesday evening, while VF Corp. premiered the Vanity Fair and Lily of France legwear lines produced under license by Candor Hosiery Mills on Wednesday night.
The two-year-old Foot Petals line is now being repped here by Pennaco, the legwear division of Danskin. The product line has evolved far beyond its original line of Tip Toe products, which are ball-of-foot cushions designed to be worn with high heels and strappy sandals. Now, the company has a range of offerings, including gift sets, slipper socks and a “petal pouch” designed as a travel bag for shoes, socks, hosiery and intimates. There are also toe rings and a special Heart and Sole gift pack, as well as a new range of prints and colors for the original Tip Toes and Heavenly Heels, which are worn at the back of the shoe to help prevent blisters.
The Culver City, Calif.-based company is working with Pennaco to facilitate its distribution into department stores, a move that’s expected to generate about $500,000 in first-year sales in this channel, according to Stephen G. Becker, vice president of sales at Pennaco.
“We cater to specialty stores, but we feel it’s time to expand our brand,” said company founder Tina Aldatz, who noted that Foot Petals products are now sold in 1,500 stores.
The showroom here was decked out in pink at the event Tuesday night, with pink treats such as shrimp, champagne and cotton candy.
Aldatz noted that the company will soon be entering categories such as hosiery and tights, which will be produced by Pennaco andintroduced to stores later this year.
At the VF event, company executives showed the new product lines, which include a range of socks, tights and hosiery. Although VF is retrenching in some areas — the company said last month it will lay off about 1,800 workers and close three plants — the apparel giant plans to add new categories under license, according to Debra Welsh, licensing director for VF Intimates.
“We are looking to expand our brands into other areas, including legwear,” said Welsh.The Lily of France legwear line is designed to be sexy and modern, and includes items such as fishnet tights, athletic and novelty socks, and sheer hosiery. Wholesale prices for this line range from about $2 for a crochet crew to $4 for a fishnet tight. Vanity Fair, meanwhile, has more traditional looks and wholesale prices run from about $2 for a basic crew to $9 for a three-pack.
Susan Barnes, vice president of sales, design, merchandising and marketing for Candor, estimated that first-year sales for the products will be in the range of $5 million to $10 million.
“We feel there is room for some new names in legwear,” Barnes added.
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