Maidenform Brands Inc. has signed a licensing agreement with The Komar Co. to produce, market, sell and distribute women’s and children’s sleepwear, as well as women’s warmwear and swimwear in the U.S., Canada and Mexico.
This story first appeared in the September 9, 2009 issue of WWD. Subscribe Today.
Maidenform’s portfolio of brands includes Maidenform, Flexees, Lilyette, Control It, Luleh, Sweet Nothings, Rendezvous, Subtract, Bodymates, Self Expressions and Inspirations.
Charles Komar, president and chief executive officer of the $325 million company, said the deal has the potential to have a major impact because Maidenform brands are sold at Target and Wal-Mart, and the firm has an exclusive at Macy’s.
“It could be a huge business,” Komar said.
A first-year wholesale sales projection was not available, but the combined innerwear and swimwear could generate sales in excess of $30 million, according to industry estimates.
Komar said the agreement with Maidenform creates a strong synergy for both companies. Komar produces the licensed collection of sleepwear and robes by Donna Karan and DKNY, and Maidenform has the license for bras and related undergarments bearing the Donna Karan and DKNY names. He said the Komar firm has hired six “swimwear experts” to work on Maidenform swimwear, as well as other ventures.
Maurice Reznik, president and ceo of Maidenform, which recorded annual revenues of $413.5 million in the period ending Jan. 3, said the partnership “will further establish Maidenform as a lifestyle brand and bring more brand exposure to both current and new customers in the U.S., Canada and Mexico.”
He added, “These are natural line extensions for Maidenform, and will serve different consumer needs and market segments while increasing our visibility at department stores, chains and mass merchants.”
Komar also has licenses for Eileen West and Ellen Tracy sleepwear, robe and loungewear brands. It owns the Cuddl Duds warmwear and Donna Nadeau sleepwear labels, and two children’s lines, Waterbury and Bees & Jam.