WWD.com/globe-news/intimates-activewear/yummie-tummie-branches-out-3559569/
government-trade
government-trade

Yummie Tummie Branches Out

Designer Heather Thomson is expanding her shapewear label into a lifestyle brand.

View Slideshow
Appeared In
Special Issue
WWDStyle issue 03/21/2011

She’s designed for Diddy, Jennifer Lopez and Beyoncé. Now Heather Thomson is expanding her Yummie Tummie shapewear label into a lifestyle brand.

This story first appeared in the March 21, 2011 issue of WWD.  Subscribe Today.

Thomson, who created her company Times Three Clothier in 2008 after serving as co-creative director at Sean John, JLO by Jennifer Lopez and House of Deréon, will be launching a denim line in June 2011 and a swimwear collection in July 2011. The jeanswear will be under the Yummie by Heather Thomson banner, and the swimwear will be named Yummie Splash by Heather Thomson.

This spring, Thomson initiated her foray into additional apparel categories with a soft launch of ready-to-wear separates by Just Yummie Essentials by Heather Thomson. The rtw separates retail under $200.

Thomson noted that the rtw is “designed to offer everyday versatility and easy pieces to a woman’s wardrobe that can be mixed and matched.”

“You can layer one of the rtw tops under a blazer you already have in your closet, or match one of our tops with a blazer from our new fall collection,” said Thomson.

The denim line will be distributed in the U.S., Australia and Europe, and will retail from $168 to $178, depending on the dye shade. The denim will be available in four washes and will be rendered in three silhouettes — boot cut, skinny and straight fit.

The swimwear, produced in a collaboration with London-based Seaspray Swimwear, will be expanded into a full collection in 2012. The initial size range will be 4 to 16 with the potential of plus sizes in the future, she said.

“Styling will include chic one-pieces with shaping seam lines and beautifully draped one- and two-pieces with sheer overlays. Everything will give the illusion of a slimmer silhouette,” said Thomson, who created her Yummie Tummie shapewear label after she couldn’t find post-maternity shapers that were comfortable and fashionable.

Regarding sales growth, Thomson said, “Yummie Tummie as a business grew over 75 percent last year with significant growth in U.S. department stores, online and overseas markets. Yummie Tummie is currently sold in 1,000 doors domestically and 600 doors internationally, and currently has distribution agreements in the U.K., Italy, Canada, Germany, Switzerland, Australia and Austria, as well as extensive sales in Benelux and more than 20 other countries. We are looking forward to expanding in the near future into the Asian markets.”

Thomson would not give an annual wholesale sales volume, but estimated sales range from $8 million to the double digits, industry experts said.

As for her design philosophy, Thomson said it’s “all about versatility.”

“My collections brings a fresh point of view to the key pieces found in a modern woman’s wardrobe. These are the pieces that she’s always reaching for and enjoys the most when she is getting dressed. I help her to create the silhouette she wants while at the same time giving her a passport back into what’s already in her closet. And I mix and match the design of the collection with color, patterns and shapes that women feel confident in,” said Thomson.

View Slideshow