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Lucky Brand Inks Underwear License

Lucky Brand has inked a license agreement for underwear, loungewear and sleepwear with Israel-based Delta Galil Industries Ltd.

Lucky Brand has inked a license agreement for underwear, loungewear and sleepwear with Israel-based Delta Galil Industries Ltd. The men’s and women’s collections will begin wholesaling in August, with product hitting retail in spring 2010.

This story first appeared in the July 30, 2009 issue of WWD.  Subscribe Today.

This is the first underwear license for Lucky Brand. A previous loungewear license with Komar ended in 2004. The new collections will retail in select Lucky Brand stores, the Lucky Brand e-commerce site and better department and specialty stores.

“Lounge, underwear and sleepwear are a great extension to round out the Lucky Brand offering,” said Paul Savignano, vice president of licensing at Lucky Brand, a division of Liz Claiborne Inc.

The men’s range includes fashion briefs that retail for $15; boxers at $19.50; T-shirts from $18.50 to $21.50, and loungewear items from $24.50 to $29.50. There will be 12 to 15 men’s styles, each in a range of solids and prints, per season. The cotton fabrics are silicone and enzyme washed for a soft hand feel.

The women’s collection encompasses 20 to 30 styles in daywear and 16 to 20 styles in sleepwear, with new prints and colors delivered to retailers each month. Key pieces include bralette sets that are stretchy and supportive with lace details, lace tanks made for layering, washed poplin pajama pants with draw strings and crochet trim, and yoga pants with panel print details.

Women’s camis and tanks will retail from $34 to $38; fashion bottoms for $16 to $18; panties for $12; sleepwear tops for $38 to $42; nightshirts and chemises for $48 to $52, and robes for $78 to $84.

“Delta Galil’s strength in design, sourcing and manufacturing paired with Lucky Brand’s artwork and eclectic aesthetic has resulted in product that feels fresh and unique, unlike anything else on the selling floor,” said Jon Lewis, president of the D2 Brands division at Delta Galil that is producing the women’s line.

Delta Galil is a leading producer of underwear and socks, with licenses including Maidenform, Converse, Wilson and Nicole Miller. It manufactures for clients including Wal-Mart, Target, Marks & Spencer, Victoria’s Secret, Calvin Klein, Tommy Hilfiger and Hugo Boss.

For the first quarter ended March 31, Delta Galil posted a loss of $4.9 million, compared with earnings of $895,000 in the year ago period. Sales in the first quarter declined 21.4 percent to $123.4 million. For the full year 2008 the company lost $25.8 million on total sales of $622.8 million.