By  on June 30, 2008

Pascale Madonna Paris, a 20-year-old lingerie brand, will be coming to the U.S. market in August.

After an eight-year hiatus, the upscale brand and trademark was acquired this month by Fashion Ribbon Co. from Paris-based Holco. Fashion Ribbon, based in Long Island City, N.Y., specializes in bra components and upscale ribbons, bows, rosebuds and tassels used in lingerie brands such as Victoria's Secret, Carole Hochman and Betsey Johnson Intimates, and by designer ready-to-wear brands such as Gucci.

The initial collection for spring was created by the brand's original designer, Pascale Madonna, who resides in Paris. Collections in the future will be rendered by an international team of designers, and production will be contracted by a joint partnership in Mainland China and a facility in Hong Kong, said Joel Clark Orenstein, president and chief executive officer of Fashion Ribbon. The line will be unveiled at the CurveNY trade show in Manhattan in August and at the Mode lingerie fair in Paris in September.

"We also are building a showroom at 33 East 33rd Street, which should be open in three weeks," said Orenstein, who is a veteran of the retail and manufacturing fields, having held executive posts at Lord & Taylor, Federated Department Stores, Bullock's, Oscar de la Renta Ltd. and Halston.

First-year wholesale sales are projected at between $2 million and $3 million, said Orenstein. Distribution will be aimed primarily at major specialty and department stores in the U.S. and Canada, as well as boutiques in Europe, particularly France.

"We also think we'll have a $5 million to $6 million business within the next couple of years and plan to do licenses including loungewear and fragrance for the European market," he said. "I know how the matrix works, and I think after looking at the brand and collection from a manufacturing and retail point of view, I believe this collection is for someone who is looking for something distinct and that has flair and is price-competitive, as well as giving a reason for the consumer to want to wear it. If it fits well in the fitting room, we'll build a strong business."

Bras will retail for $50 to $75, undies will be priced $20 to $40 and corselets will be $75 to $90. Bra and corselet sizes will range from 32A to 42D, while panties will be XS to XL, said sales director Rocco Damiano. Fabrics will include European-inspired laces, nylon and elastane, nylon mesh and Modal and cotton blends. Colors will be black, white, black and nude and white with pink embroidered trim.

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