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Gelmart International is entering the luxury lingerie market with the newly licensed Jenna Leigh Lingerie label.
This will mark Gelmart’s first foray into the realm of upscale intimate apparel with a launch slated for fall 2013.
Yossi Nasser, president of the $50 million Gelmart firm, projects the Jenna Leigh brand will generate wholesale sales of between $5 million and $6 million by the end of 2014.
“It was important to sign on to a high-end brand. It will allow us to grow into other tiers of business.…There’s a lot of upside with this brand, and we are projecting it will generate sales of $15 million by 2017,” said Nasser, noting that current wholesale revenues are $1 million.
The 60-year-old privately held company plans to bolster sales of the designer brand with a “multipronged investment” that includes a cash infusion and Gelmart’s long-established infrastructure of product development, precision fitting and quality-focused production. There also are plans to groom the Jenna Leigh brand in the global luxury marketplace, according to Nasser.
Describing the designer and her personal style, Nasser commented, “Jenna Leigh has a distinctive position in this growing market with a clear competitive advantage. Her charisma and fresh perspective, as well as her eye for design and appreciation of fine fabrications, is what drew us to her brand and ultimately prompted us to align with her and provide our manufacturing capabilities, resources and expertise.” Gelmart sources and manufactures in Taiwan, China and Indonesia.
Leigh created her namesake brand in 2009 at 23. She quickly gained recognition with underpinnings that merge modern and retro silhouettes and detailing. She likes to present her collections as new wardrobe opportunities with key pieces such as “reinvented skirts,” bodysuits and rompers, as well as bras and undies.
“I now can focus on designing and branding because Yossi has a whole team of experts who execute production overseas,” said Leigh.
The fall collection will be rendered in fabrics and laces from France, England and Austria and will include silk, Modal and embroidered lace effects. Distribution is aimed at major stores and specialty boutiques worldwide, as well as jennaleighlingerie.com. The line is currently sold at Anthropologie, Free People, Bloomingdale’s, Holt Renfrew, Journelle, Linda’s Lingerie and e-tailers Shopbop.com and Freshpair.com.