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INTIMATE NOTES

NEW JOCKEY LICENSEE: Carole Hochman Designs Inc. has been named the new licensee of Jockey sleepwear and loungewear for women.<P>The Hochman firm, which creates, develops and markets sleepwear under multiple brands, will unveil the new Jockey line at...

NEW JOCKEY LICENSEE: Carole Hochman Designs Inc. has been named the new licensee of Jockey sleepwear and loungewear for women.

The Hochman firm, which creates, develops and markets sleepwear under multiple brands, will unveil the new Jockey line at its showrooms in New York at 135 Madison at the Aug. 5-9 innerwear market.

It was a mutual decision not to renew the five-year-old licensing pact between Kenosha, Wis.-based Jockey International Inc. and licensee Apparel Concepts International, an Inglewood, Calif.-based sleepwear firm, said a Jockey spokeswoman.

Milou Gwyn, vice president of domestic licensing for Jockey, said, “A great deal of time and preparation has gone into the planning of the transition. We have planned for a smooth transfer with no interruption or delay of service to our customers.”

Gwyn added, “Home is where most consumers spend their leisure time today. The at-home category is growing and Carole Hochman Designs creates some of the most fashionable, wearable and comfortable looks in loungewear and sleepwear.”

Carole Hochman, president and design director of the namesake firm, said: “This new license gives us the chance to fulfill another aspect of our customers’ sleepwear needs. The Jockey brand represents all the things our company values.”

MOVIE STAR DEBUTS: Movie Star Inc. will be introducing a moderate-price line of sleepwear and at-homewear bearing the Movie Star label in August. The line will be shown at the Movie Star showroom at 180 Madison Avenue in Manhattan.

Howard Radziminsky, senior vice president of sales at Movie Star, described the new line of knits and wovens as “lifestyle looks.”

“Stores are making their own private label and there’s no reason to compete with them,” he said. “So we will merchandise around the private label. The goal is to make wonderful, salable sleepwear.”

He noted the strategy behind the new label is also derived from a need for more contemporary product in the knit sleepwear market.

“About three years ago, knits were a traditional misses’ business dictated by a few companies,” said Radziminsky. “About two years ago, the junior sleepwear knit business erupted and a couple of national chains went after it dramatically, with Princess, Diva and Bad Girl logos. They had a wonderful business. But there was a gap between traditional and junior.”

Michelle H. Clark, vice president of merchandising for the Movie Star and Cinema Etoile brands, said, “This collection represents ideas private label would never do. First and foremost, stores are going to continue with basic [private label] programs. They have to rely more on the market to bring in fresh new ideas.”

Clark said the new line designed by Brooke McDonald will focus on novelty fabrics, such as an oversize rose-pattern lace from Europe, printed stretch laces and animal prints. First shipments are slated for Jan. 25 to March 25.”