BCBGeneration to Launch Intimates

The trendy Los Angeles-based lifestyle brand is getting into the lingerie business.

A preview of the first BCBGeneration Intimates collection.

A preview of the first BCBGeneration Intimates collection.

Courtesy Photo

BCBGMaxAzria is getting into the lingerie business.

The trendy Los Angeles-based lifestyle brand has signed a licensing pact with Trimera Group to produce and distribute the first collection of BCBGeneration Intimates for fall 2013. Distribution will be aimed at major department and specialty stores in the international marketplace, as well as 14 freestanding BCBGeneration stores, 160 partner shops and 250 specialty boutiques in the U.S.

Joyce Azria, creative director of BCBGeneration, described the entry into lingerie as a “perfect fit for our demographic.” The target consumer is in the 18-to-38 age range.

“It’s about giving this girl a full lifestyle brand, and our customer is definitely a lingerie enthusiast. BCBGeneration is such an accessible brand that I feel we’re going to knock out everybody with our prices and a new point of view….A lot of department stores are focusing on bringing in the younger customer,” said Azria.

Azria noted that the intimates, which will include underwear, daywear and loungewear, will be “color and print heavy and reflect the DNA of the BCBGeneration brand.”

Suggested retail for loungewear in French terry and spandex blends of MicroModal and cotton will be $29 to $60; bras will average $42, and undies will be priced at three pairs for $30. Special detailing will include logos and signature hardware on both cut-and-sew and seamless pieces.

The BCBGeneration Intimates collection will be previewed at the WWD MAGIC trade fair in the BCBGeneration booth, which will also showcase the brand’s ready-to-wear. WWD MAGIC is scheduled for Feb. 19 to 21 in Las Vegas.

Trimera is headquartered in Montreal and is the licensee for swimwear for both the BCBGMaxAzria and BCBGeneration labels.