Tommy Bahama has signed a licensing agreement with The Carole Hochman Design Group to manufacture and market the brand’s first collection of men’s sleepwear, robes, loungewear and underwear.
Industry experts estimated the line could generate wholesale volume of $8 million to $10 million in the first year for Tommy Bahama, a lifestyle brand that is known for its upscale island-inspired apparel and accessories for men andwomen.
Doug Wood, president and chief operating officer of Seattle-based Tommy Bahama Group, said men’s innerwear is a “completely natural extension for the Tommy Bahama apparel offering.”
“Carole Hochman is an industry pioneer that brings quality and expertise to the loungewear category,” Wood said.
Seth Morris, president of Carole Hochman, said, “There’s only so much we can do with women’s [innerwear], and we saw an opportunity in the men’s area to bring newness and freshness if we found the right brand.”
Morris said a capsule collection will be introduced for holiday selling at the men’s market in mid-April and mid-May.
“We’re hoping it will catch on very quickly with orders at the men’s market,” he said. “The core of the men’s lounge business is done in the fourth quarter.”
Distribution will be at more than 80 Tommy Bahama stores in the U.S., as well as major department and specialty stores.
Carole Hochman’s portfolio of licensed brands includes Oscar de la Renta, Lauren Ralph Lauren, Betsey Johnson Intimates and Lilly Pulitzer, as well as the Carole Hochman and Midnight Carole Hochman labels.
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