By  on July 17, 2009

Adrianna Papell has more than its 30th anniversary to celebrate this month. The misses’ dress and sportswear firm is about to launch its first junior label.

Called Hailey Logan by Adrianna Papell, the 120-piece collection will debut Aug. 4 with short and long embellished dresses for spring parties, dances and proms.

The label is geared toward 10- to 18-year-olds, but could easily be picked up by women in their 20s seeking a reasonably priced look, said Jaynee Berkman, president and daughter of company co-founder Harvey Berkman.

Named for her 10-year-old daughter, Hailey Logan will retail from $34 to $49 for party dresses known in the trade as “club,” and $49 to $99 for prom. In addition to sizes 1 to 13, some styles will also be cut for larger girls.

“We’ve been a top resource in occasion dressing in both better and bridge, misses, petites, women’s and prom, so we thought it would be great to leverage our design, production and marketing into the juniors market,” said Adam Berkman, chief operating officer and Jaynee’s brother. “The junior department has been one of the better performing businesses through this recessionary market. The parents seem to be willing to sacrifice to make sure the girls have the right outfit for prom.”

The Berkmans hired juniors sales veteran Jodi Brandt, formerly of Morgan & Co. and Zum Zum, to manage the division.

They feel Papell’s diversification is one reason the company has weathered several recessions. Wholesale sales this year are expected to be about $90 million ­— roughly equal to last year, Adam Berkman said. He is hopeful that Hailey Logan will do $7 million its first year.

The company’s principal labels are Adrianna Papell misses’ dresses, which are sold to major department stores, including Macy’s and Dillard’s, and Aidan Mattox, a bridge evening and prom resource carried by Nordstrom, Neiman Marcus, Saks Fifth Avenue and others.

Hailey Logan features similar trends as the main labels, including strapless and one-shoulder silhouettes, draping, bright colors and details like jeweled embellishment, bows and draping. Fabrics include polyester satin and taffeta, jersey, chiffon and prints.

All partners in the business — including Harvey, Jaynee and Adam Berkman, Gary Hodes and Lily Dhou — play active roles in management.

“The key to surviving has been product and relationships with the stores,” Jaynee Berkman said. “If you have the right product, the rest seems to come along with it.”

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