By  on September 12, 1994

NEW YORK -- Two former executives of Leslie Fay Intimates -- Alan Lesk and John Elmuccio -- have formed an innerwear firm called Intimate Connection, targeting diverse distribution.The month-old company specializes in three classifications, all in cotton and Lycra spandex: lace-embellished panties that have a look of fashion; textured crop bra and panty sets of cotton that have an innerwear-outerwear flavor, and updated daywear bras, primarily in fashion prints.First-year sales projection is $5 million, said Elmuccio.Branded distribution under the Intimate Connection label is aimed at department stores, and private label distribution is targeted to specialty chains, mail order houses and discounters. Programs for specialty boutiques are also planned. Shipments are expected to start in November. Prices have not yet been set.Lesk, president of the new venture, and Elmuccio, vice president, joined forces with two private label manufacturers based in Long Island City, New York -- Splendorform Brassiere Inc. and Gold Seal Garter Corp.Splendorform is a 46-year-old innerwear firm that specializes in private label foundations to discounters. Gold Seal is a 60-year-old innerwear firm that makes private label bras and sleepwear for mail-order operations and discounters.Both firms are backing Intimate Connection in production, distribution and administrative expenses. Lesk and Elmuccio will oversee sales and marketing.Merchandise will be manufactured through 807 operations in the Caribbean and contractors in Turkey.Lesk noted that Leslie Fay Intimates, which was primarily a sleepwear operation, had been "about to expand into daywear" when the division folded in 1993."We had made a lot of contacts in Turkey through Leslie Fay," said Lesk, who had formerly been chairman of the Leslie Fay innerwear operation. "We've kept up those contacts over the past year."Lesk noted that he believes there is an "opportunity to go after specialty stores who are looking for embellished cotton knit programs."Elmuccio added, "We think we can take the three-pack panties program to a more sophisticated level with more fashion looks at three pair retailing for $15 or $18."Richard Delman, chief financial officer of Splendorform, said, "This venture will now give us total market coverage from discounters to specialty boutiques.""We felt that Alan and John had very strong ideas and good merchandising concepts," said Mike Goldberg, secretary and treasurer of Gold Seal. "It is an opportunity to get into a business we are not into -- department store business."

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