DANA-CO DOES XOXO: Dana-Co Inc. has signed a licensing agreement with Earthbound LLC to produce lingerie bearing the XOXO name. Earthbound is a licensing company retained by XOXO. Dana-Co also produces bras, panties and daywear bearing the Natori label.
The XOXO product line, which will feature basic and replenishable styles as well as fashion assortments, will include daywear, underwear and bras with coordinating panties. Distribution is aimed at better department and specialty stores in the U.S. and the international marketplace.
A select number of items will be in-store for spring, following the launch of a complete collection for fall 2007.
"The target customer is the XOXO core customer, an 18- to 25-year-old girl in the mix," said an Earthbound spokeswoman. "The extended consumer ranges from 14 to a woman well into her 40s who is still young at heart and desires affordable, wearable and trend-conscious designs as well as innovative basics."
Prices for foundations have not been firmly set, but sleepwear and daywear items generally will retail for $8 to $16. A first-year wholesale sales projection was not available, but the line should generate between $5 million and $7 million in the first full year, according to industry estimates.
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