By  on July 21, 2008

D2 Brands, the U.S. division of Israel-based Delta Galil Industries, has acquired Tra La La, an upscale foundations brand in Los Angeles.

Zack Salino, president of D2 Brands, said the company had been on the hunt for a new fashion label during the past year, and discovered the four-year-old Tra La La line of bras, undies and daywear in Los Angeles. Tra La La has had a compact business of 50 specialty stores, but Salino said he believes the name can be spun into a lifestyle franchise, including accessories, fragrance and even Champagne.

"We have big plans for this brand," said Salino, noting the spring line will be shown at the D2 showrooms at 6 East 32nd Street in Manhattan during the August innerwear market in New York, as well as at two trade shows: CurveNY in New York, which runs Aug. 3 to 5, and CurveNV in Las Vegas, scheduled for Aug. 25 to 27.

The spring collection of 100 styles of retro Hollywood-inspired bras with coordinating undies and lounge separates by Tra La La were designed with the image of the "It" girls of the Forties and Fifties such as Rita Hayworth, Marlene Dietrich, Marilyn Monroe and Ingrid Bergman, said Kristine Hardig, creative director and founder of the whimsical yet fashion-forward brand.

First-year wholesale sales are projected at $8 million to $10 million, Salino said. He noted that distribution initially will be aimed at more than 200 specialty boutiques in the U.S. and the U.K. in 2009, and will be expanded to Canada, Mexico, South America and Asia over the following 18 months.

"The brand positioning is unique because Kristine ran and owned the company, and lived and breathed the brand," Salino said. "There's a real person behind the brand and the vision of Kristine is razor- sharp."

Hardig said, "This is a collection that caters to the lighthearted and adventurous side of all-America sensuality. I would travel to France often and noticed there was a certain sensuality to French lingerie, something companies in the U.S. didn't have. So, I decided to do fashion-forward, body-conscious lingerie for younger women."

In addition to garters, thongs and baby dolls, the collection will "take a flirty wink at vintage French design," she said, and will feature fl ocked dots and European laces such as delicate eyelash lace trim. Hardig noted that the line will be anchored in satin that will include luxurious all-satin loungewear. Colors include fuchsia, purple, coral, teal, black, nude and pale pink. Bras will be sized 32B to 36C and will retail from $74 to $98; panties will be sized XS to L and will be priced $40 to $60, and loungewear will sell for $88 to $148 in sizes XS to L.

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