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Kellwood’s Beliza Line Joins Moderate Crowd

Kellwood Co. hopes its new Beliza line can bedazzle the increasingly demanding moderate customer with the look of a bridge line.

NEW YORK — Kellwood Co. is hoping its new Beliza line can bedazzle the increasingly demanding moderate customer.

This story first appeared in the July 29, 2003 issue of WWD.  Subscribe Today.

The line, a product of Koret, one of the companies under Kellwood’s significant corporate umbrella, is set to launch the first week of August and will start shipping in February.

While no precise projections were made available, Kellwood said it expects any new business to bring in volume of at least $50 million within three to five years. In 2002, St. Louis-based Kellwood pulled in revenues of $2.2 billion, of which $1.32 billion, or nearly 60 percent, came from women’s sportswear.

Mary Hinson, senior vice president of merchandising and design at Koret, said Beliza was engineered to have “the look and taste of a bridge collection for the moderate zone.”

The line, which she described as “classic with a twist” and “definitely more on the casual side,” will focus on complete outfits and have a full misses’ fit. Items for spring include printed and solid knit tops, sweaters, sheer fabrics and stretch bottoms. Pants will have contoured waists and seaming details.

Hinson said the line would be characterized by “not necessarily a lot of embellishment, but a lot of attention to detail,” while the styling will be “trend directed, but not too edgy or body-conscious.”

Retailing at prices from as low as $30 for knit tops to as high as $78 for outerwear pieces, the firm hopes to sell the collection to better department and specialty stores. Beliza targets the misses’ customer ranging from 35 to 55 years old, though customers a decade on either side of that range could find something to their liking in the line.

While the casual-leaning collection will include looks for work, Hinson said the bottom line for the Beliza woman is that she “really wants to look put together when she walks out that door.”