DREAM COLLECTION: Maidenform Inc. has an addition it hopes won’t be a sleeper for its franchise of signature bras — The Dream Collection.
“We are looking at it as the Dream Collection and it will evolve as a total collection as did our other franchise, One Fabulous Fit,” said Tom Ward, chairman and chief executive officer of Maidenform. “Dream will be a whole new line of business for us.”
Manette Scheininger, senior vice president of marketing, merchandising and design, said the Dream Bra, which is available in average and full-figure sizes, is rendered in “one fluid piece” with built-up shoulder straps, a sweetheart neckline, a patented underwire channel that “doesn’t flip” and two-ply sides with no elastic so it doesn’t chafe the skin.
“There’s no obvious stitching on the 40-denier microfiber garment, which is designed to imitate a woven fabric,” said Scheininger. “It’s been wear-tested and provides great shape and uplifting.”
Special treatments include an embossed Maidenform logo on the interior of the back of the bra.
“Each size is fitted independently,” she said. “What we did for an A cup isn’t necessarily what we do for a B, C or D cup. Colors will include five cosmetic body tones and three fashion colors. Suggested retail will be $32 for the bra and $14 for coordinating panties.”
Maurice Reznik, president of Maidenform, would not give a sales projection, but said the launch this fall will be supported by a multimillion-dollar advertising and marketing campaign beginning in October.
NATORI HOME: The Natori Co. has signed a licensing agreement with JLA Home to produce a collection of bedding and coordinated bath products. The launch is scheduled for fall 2006 and will be distributed to better department stores, fine luxury linen catalogues and designer home textile specialty stores.
Josie Natori, ceo of the Natori firm, said, “We have wanted to be back in the home textile market for some time, but have been seeking the right company and sourcing organization to be able to execute the signature details and embellishments that are the Natori trademark. We have found that organization at JLA Home led by Edmund Jin, a consummate entrepreneur.
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