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Felina USA will be launching a new intimate apparel brand for fall called Black Bow.
This story first appeared in the June 17, 2013 issue of WWD. Subscribe Today.
The collection of trendy, “sexy-smart” items will feature padded push-up bras, undies and baby dolls and will be launched at Nordstrom stores, said Robert Zarabi, president and chief executive officer of Chatsworth, Calif.-based Felina.
“The line will be a six-month exclusive for Nordstrom stores. Baby dolls have done very well with our Jezebel label, and Nordstrom has been behind this new brand. They wanted to have some sexy sleep items,” said Zarabi.
Retail sales for the first full year are projected at $3 million.
Suggested retail will be $28 for skirted thongs to $68 for baby dolls. Bras will sell for between $52 and $58. Deliveries will commence Oct. 25.
Zarabi said the collection will be aimed at the Millennial customer and will feature “a lot of newness” in fabrics and special treatments such as lace overlays.
“The push-up bras will feature a gel inset with a soft, proprietary filler, and the outer fabrics are 60-gauge knit microfiber. All of the laces are European,” said Zarabi.
He further noted that the company has increased the number of collections across all of its brands including the Felina name to create trend-right merchandise.
“We used to create collections from season to season. Now it’s quarter to quarter so we can translate a trend into our brands. It’s a narrow and deep strategy with proven styles that’s been very successful,” he said.