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NEW YORK — Beyoncé and Tina Knowles are welcoming girls into the House of Deréon with a new juniors line, Deréon, that will launch for holiday.
A licensing agreement has been signed with Check Group LLC, an apparel manufacturing company here that also produces the House of Deréon contemporary collection. Check Group will manufacture and distribute the juniors line to select specialty stores nationwide such as Dr. Jay’s, Monies and Man Alive, beginning in September.
Check Group also manufactures apparel for Apple Bottoms, Live Mechanics and A.B.S. Jeans.
“We’re playing off the success of House of Deréon,” said Victor Azrak, owner of Check Group. “This girl loves the look of Beyoncé, but doesn’t want to spend the money for the look.”
Tops in the collection will wholesale between $13.50 and $38; bottoms are between $28.50 and $53.50; outerwear is between $63 and $179, and dresses are between $38 and $53.50. The holiday collection includes 100 pieces such as knits, denim and fur jackets and vests. Most pieces are adorned with the logo “Deréon,” but Tina Knowles was adamant about using logos tastefully.
“I find, in juniors, that some people overdo it with the logo,” Knowles said. “We wanted to do it in a classy way.”
In some instances, the word “Deréon” is replaced with a fleur-de-lis.
The House of Deréon collection is named after Beyoncé’s grandmother, Agnes Deréon, a seamstress who made women’s clothing for private clients.
Azrak and Charles “Chip” Rosen, president and general manager of House of Deréon, declined to divulge the anticipated wholesale volume of the juniors line.
“The Check Group really nails the vision that speaks to this segment of the market,” Rosen said. “Kids are so fashion-savvy, and [The Check Group] really keeps an eye out for what’s going on.”
The juniors collection is just the latest addition to the growing House of Deréon brand. A licensing agreement was signed with G-III Apparel Group in March 2005 to produce an outerwear collection. Another deal was signed with Tendler Furs in July 2005 to design, manufacture and distribute fur outerwear and accessories. Last August, Accessory Exchange was licensed to create handbags and small leather goods, and a footwear line, licensed to California-based footwear design company House of Brands, hit stores this spring.
This story first appeared in the May 15, 2006 issue of WWD. Subscribe Today.