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Puma is launching its first line of licensed innerwear and bodywear for women, men and children in the U.S.
This story first appeared in the August 31, 2009 issue of WWD. Subscribe Today.
Manufactured and distributed by United Legwear & Bodywear, the men’s line will be in stores beginning Sept. 25. The women’s collection will be introduced at retail on Feb. 25 for spring selling. The children’s line, which is to include underwear as well as camis and training bras for girls, will begin shipping on Oct. 25.
The wholesale sales projection for the combined men’s, women’s and children’s lines for the 2010 calendar year is $6.3 million, said Gennie Murphy, senior vice president of sales at United Legwear & Bodywear. The company has produced socks for men, women and children bearing the Puma label since 2000.
“Puma has been a key brand for us for nine years,” said Murphy, noting that distribution is aimed at better department and specialty stores such as Nordstrom, as well as 20 doors of Puma’s 70 boutiques in the U.S. “We saw we could extend the brand franchise and leverage the business.”
Describing the look of Puma innerwear, Murphy said, “It’s one of the top athletic brands and retailers out there. We are staying true to their sports heritage, and their heritage in soccer, but we’re doing it with a fashion edge.”
The women’s and men’s collection features three groups: General Fitness, Active Leisure and Pro-Tech. The dual-purpose sleepwear collections, called After Dark, double as loungewear and are rendered in Modal and spandex as well as cotton twill in the men’s segment. Special treatments include rubberized Puma logos on waistbands.
The General Fitness group for women is rendered in a cotton-spandex blend with mesh and features sport bras with crisscross back straps, racer-back tanks, and V-neck sports bras. Active Leisure focuses on bandeau bras, underwire bras, sport bras, tanks and camis in a blend of Modal and spandex. Pro-Tech offers a range of undies as well as unitards and all-in-one bodysuits in a lightweight fabric created from liquid titanium with accents of mesh, polyester and spandex. Wholesale prices start at $4.25 for thongs and go to $32 for a short robe.
Men’s underwear is priced from $7.50 to $10.50, and sleep pants are $10. Boys’ underwear starts at $8 for a three-pack of briefs and $9 for a short sleeve crew-neck T-shirt. The girls’ line is listed at $6.50 for a two pack of undies, $8.75 for two packaged tops and two bras, respectively.