The French foundations brand Rosy is entering the U.S. market.

This story first appeared in the August 4, 2008 issue of WWD.  Subscribe Today.

Distributed by Concepts NYC Intimates, the 60-year-old bra specialist will bow at three trade shows for spring: CurveNY and Lingerie Americas in New York and CurveNV in Las Vegas.

The Rosy brand is owned by Strasbourg, France-based Wolf Lingerie, an $80 million company with factories in China.
First-year wholesale sales projection is between $3 million and $5 million, said Antony Jacobs, vice president of new business development at Concepts NYC. Distribution will be aimed at stores such as Neiman Marcus, Nordstrom and Saks Fifth Avenue, he said.

“We’ll be showing the same styles that are sold in Europe, but we’ll be creating the [bra] sizing for a U.S. fit with larger cup sizes and cup depth, and we’ll have up to four wire casings as opposed to one in all of the bras for the comfort factor,” Jacobs said.

Unlined bras will be sized 34B to 42D, while foam bras will be sized 32A to 38C. Bras will retail from $60 to $90, and undies will be priced $24 to $36.