By  on June 4, 2007

Global Brand Holdings, owner of the XOXO brand, signed a licensing deal with SaraMax Apparel Group to introduce a line of constructed and daywear bras, undies, daywear items and bustiers bearing the XOXO name.

The collection, which is aimed at major department stores, such as Dillard's and Macy's, as well as specialty boutiques, will be unveiled in August at the SaraMax showrooms in New York. Shipments are scheduled for February.

The lingerie also will be sold on the e-commerce site, and at department and specialty stores in Asia, Central and South America and the Middle East, including Dubai, where a third XOXO shop was opened this spring; 11 stores in Saudi Arabia, and one unit in Morocco.

"There will be a mix of fashion and key items based on what XOXO is all about," said Kitty Blincoe, creative and brand director for Earthbound LLC, the licensing firm that manages the XOXO name. "The collection will be driven by price and color, and will encompass the XOXO mentality: Work, party, play."

Blincoe added that a focus of the bra line for the XOXO core customer — young women in the 18-to-25 age range — will be constructed bras.

"Our girl wants the extra volume and molding of constructed bras," she said, but there will be a selection of unconstructed fashion daywear bras, as well.

Blincoe noted a goal will be to have the intimates merchandised in "soft shop" areas with the licensed line of XOXO sleepwear that is produced under license by The Carye Group.

Vanessa Muskopf, divisional vice president of SaraMax and merchandiser of XOXO intimates, said the lingerie will reflect key apparel trends currently on selling floors.

"There will be lots of attention to detail, with lace, mesh and shiny microfibers," said Muskopf, noting that special effects will include printed elastics, ribbons, logoed bows, specialty buttons and jeweled treatments.

Bras will retail at $18, undies will be $8, camis will sell for $22 to $24 and bustiers will average $28.

The license with SaraMax replaces one with Dana-co, which was discontinued.

"We couldn't come to terms on the details of the [Dana-co] license and therefore the license ended," said Blincoe.

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