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Lucky Brand Jeans has signed a licensing agreement with Wonderbrand LLC to produce a line of Lucky Brand underwear and loungewear for women and men.
This story first appeared in the March 24, 2008 issue of WWD. Subscribe Today.
Distribution is aimed at department stores and 175 Lucky Brand shops in the U.S. and abroad. The men’s line will be in stores in August, while the women’s will be available at retail in October. The collections will be unveiled at the Lucky Brand accessories showroom at 1441 Broadway in Manhattan during the May market.
A first-year wholesale sales projection was not available, but industry sources estimate the combined collections should generate annual sales in excess of $20 million. The women’s line will retail from $10 to $50, and the men’s will be priced at $16 to $50.
Paul Savignano, vice president of accessories and licensing at Los Angeles-based Lucky Brand, a division of Liz Claiborne Inc., said, “We’re taking the brand to a lifestyle level. We feel we have a very loyal customer and we think it’s a niche. We base ourselves in rock ‘n’ roll and vintage inspiration, and make the product relevant for today. It will be presented as a shop-in-shop concept at our stores and we definitely see a wholesale opportunity, as well.”
San Francisco-based Wonderbrand was established by Joe Boxer founder Nick Graham as a joint venture with MJC Group in 2007.
“I’ve been a huge fan of Lucky Brand Jeans for a long time and always wanted to work on the underwear line,” said Graham. “I mean, who wouldn’t want to work on Lucky Brand underwear? It’s almost a service to society.”
Lucky Brand founders Gene Montesano and Barry Perlman said, “The time was right, the partner was right and this is something we have always wanted to do. If anyone knows how to make underwear, it’s Nick. He’s been making boxers as long as we’ve been making jeans.”
The women’s collection is inspired by the Lucky Brand motto “Give Love. Give Luck.” The line will include panties, camis, pajamas, robes and socks. Fabrics will include Modal, lightweight knits, burnout fabrics and metallics, as well as special treatments including lace and ribbon trims, said Graham.