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Sirena Gets Trademark For Rose Marie Reid

SOUTH EL MONTE, Calif. -- Sirena Inc., maker of Sirena and Anne Klein swimwear, said it has purchased the Rose Marie Reid trademark and will bring out a cruise 1995 collection in June.<BR><BR>The line was produced by Rose Marie Reid, a New York...

SOUTH EL MONTE, Calif. — Sirena Inc., maker of Sirena and Anne Klein swimwear, said it has purchased the Rose Marie Reid trademark and will bring out a cruise 1995 collection in June.

The line was produced by Rose Marie Reid, a New York swimwear company that was owned by United Merchants & Manufacturers and was sold in December 1992 to Sibron Holdings.

Sirena officials said Sirena purchased the label from CIT Group Commercial Services. Steve Bachenheimer, president of Sibron and chairman of Rose Marie Reid, could not be reached for comment. A CIT spokeswoman confirmed the trademark’s sale to Sirena but would not elaborate.

Doug Arbetman, president of Sirena, is designing and merchandising the Rose Marie Reid collection for cruise. It will wholesale from about $30 to $40. Designed for what Arbetman called the “true missy customer,” the line will feature bandeau and tank-style suits with cummerbund waists, floral print and solid texture fabrics in black and periwinkle blue.

He pointed out it will add another dimension to the firm’s swimwear lineup, which includes contemporary styles under the Sirena label, designer swimwear under the Anne Klein label and novelties under the Look & Sea label. It also makes WearAbouts resortwear.

The Rose Marie Reid line will be sold in Sirena’s corporate showrooms. A separate sales force is being formed.

Industry sources say the Rose Marie Reid label once grossed $30 million annually. In the last few years, the figure has been closer to $10 million. Sirena reportedly grosses $35 to $40 million annually.