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Cynthia Rowley Inks Shapewear Deal

Cynthia Rowley has signed a licensing agreement with United Legwear Co. to produce the Slim by Cynthia Rowley bodywear and shapewear brand.

Cynthia Rowley has signed a licensing agreement with United Legwear Co. to produce the Slim by Cynthia Rowley bodywear and shapewear brand.

This story first appeared in the January 11, 2010 issue of WWD.  Subscribe Today.

This partnership makes ULC the exclusive bodywear, shapewear, legwear and hosiery licensee and distributor for Cynthia Rowley globally.

The Slim by Cynthia Rowley collection represents a new intimates category, combining elements of shapewear and lingerie with a designer sensibility, Rowley said. Styles such as bras, slip dresses and high-waisted bikinis use high-tech applications such as heat-sealed bonding and lightweight powermesh.

The collection will launch at the Coterie for the fall season and will be available worldwide in upscale department stores, boutiques and online, as well as at Cynthia Rowley retail locations.

Sizes will be S to XL and 32B to 38D, with suggested retail prices of $118 to $226. A first-year wholesale sales projection was not available, but the collection could generate sales in excess of $10 million, according to industry estimates.

Addressing the opportunity for shapewear, Peter Arnold, president of Cynthia Rowley, said, “Customers now understand and demand the benefits of shapewear. New technology allows shapewear to look more feminine while still being functional, so customers aren’t as put off by what they see on the rack. However, there is a still a gap between shapewear and high-end design, which we aim to close with the Slim collection.”

Regarding the aesthetics of the line, Rowley said, “No matter your body type, shapewear makes everyone look and feel better. I thought it was ironic, though, that you wear shapewear to look sexy…until your clothes come off. These [shapers] perform the function and are pretty, too.”