NEW YORK — Calvin Klein’s new Choice brand is diving into swimwear with a line produced by the Warnaco Swimwear Inc. division of Warnaco Group, launching for spring 2005.
“The addition of swimwear represents our second foray into the growing junior market with the new Choice Calvin Klein brand name,” Tom Murry, president and chief operating officer of Calvin Klein Inc., said in a statement. “We are positioning the brand to solidify and expand its consumer base within the junior segment.”
The collection was unveiled this weekend at the Miami Swim Show. Choice is a new division of Calvin Klein targeting 14- to 22-year-olds. The brand bows in innerwear at stores this month. The innerwear is also produced by Warnaco, which makes Calvin Klein underwear for men and women and designs the Calvin Klein women’s swimwear line outside the U.S.
Choice is considered a significant growth opportunity for Calvin Klein, a division of Phillips-Van Heusen. Joseph Gromek, president and chief executive of Warnaco, said he expects the new label to generate $10 million at wholesale in its first six months.
Choice swim includes bandeaus, triangle, halter and underwire tops, string bikinis and boy shorts, plus coordinating cover-up skirts and chemises. Prices were unavailable. The line will be sold in department stores and specialty stores, a spokeswoman said.
Warnaco Swimwear, formerly known as Authentic Fitness, makes swimwear for Nautica, Anne Cole and others, and is the North American licensee for Speedo.
Swimwear Anywhere, based in Farmingdale, N.Y., makes Calvin Klein collection swimwear and cover-ups in the U.S.
— Melanie Kletter
This story first appeared in the July 19, 2004 issue of WWD. Subscribe Today.