NEW YORK -- The Warren Group is adding to its stable of eight better and bridge dress labels for fall with a moderate-price offering called Reggio for Rimini.
"We created Reggio to approach retailers that don't carry Rimini or Morton Myles -- our two special occasion lines -- because the prices are too high for them, but were looking to carry product from us," said Morris Marmalstein, president of The Warren Group.
Rimini, which concentrates on evening looks, and Morton Myles, which features mostly social occasion dresses and suits, each wholesales for $99 to $159, Marmalstein said. Reggio wholesales for $59 to $89.
"We're starting to see stores we haven't seen in four or five years because they had traded down to moderate," Marmalstein said.
Marmalstein feels the new division, the company's ninth, has the potential for sales of $8 million to $10 million for the first year. The 27-year-old company had a volume of about $70 million last year.
The company has dabbled in the moderate market in the past couple of years with private label merchandise, but this is the first full branded collection in that area, Marmalstein said.
Reggio opened this month at the firm's showroom at 498 Seventh Ave. here, and at the Dallas and Atlanta markets. The line features one-piece and two-piece dresses merchandised in separate fabric groups instead of just items, said Alan Winter, who has been named president of the Rimini and Reggio divisions. Winter had been executive vice president of Rimini.
In addition, Evelyn Anastos has been named sales manager for Rimini, and Stuart Elliot has become sales manager of Reggio. Anastos and Elliot were key account executives for Rimini.
Important looks include coatdresses, asymmetrical dinner dresses, blouson styles, shirtdresses with velvet trim, jacket ensembles, off-the-shoulder sheaths and long columns. Among the wide range of fabrics are velvet, wool and polyester double knit, polyester and triacetate crepe, and polyester in a Fortuny-type pleat. Satin, embroidery and metallics are used as trims.
Marmalstein said Reggio is being sourced and produced worldwide.
Turning to the Rimini line, Winter noted it now is being merchandised as three separate groups -- occasion, cocktail and evening -- instead of as intermingling styles within fabric groups. Winter said this makes for a more focused presentation to retailers.