Necessary Objects has signed a licensing agreement with HYP Intimates to produce and distribute a collection of lingerie, sleepwear and robes bearing the Necessary Objects name.
This story first appeared in the March 10, 2008 issue of WWD. Subscribe Today.
The 40-piece collection will include sleepwear, bras, panties, corsets, chemises, full slips and petticoats. U.S. distribution will be aimed at 5,000 doors of major department stores and specialty chains that sell accessories and young contemporary apparel by Necessary Objects. Shipments begin in July. The line later will be sold in Japan, Canada, Australia, New Zealand, the U.K., Russia and Israel, said Hy Lanaido, president of sleepwear and intimates at HYP.
Wholesale sales the first full year are projected at $3 million to $5 million, Lanaido said.
Ady Gluck-Frankel, creative director and president of Necessary Objects, which generates annual wholesale revenues of $85 million, excluding licensees, said, “HYP truly understands the essence of the brand, how fresh and how much fun the line can be. The collection really represents what young, fashion-conscious women really want to wear — great slips, pajamas, robes, petticoats, tanks, bras and other functional and novelty items.”
In addition to combinations of Modal with lace, fabrics include stretch mesh and satin; cotton gingham and seersucker, and marabou-trim mesh. Special treatments include pom-poms, satin bows, embroidered eyelet edging, piping, ruffles, lace overlay and side ruching. Tricot-lined mesh petticoats will feature satin trim in solid colors of muted mauve, orange, beige, cerise pink, black and white.
Wholesale prices start at $5 for panties and reach $30 for a full slip or petticoat.
“We previewed the line at MAGIC and the reaction from retailers was very positive,” Lanaido said. “The petticoats are hot and received great reaction. The long, midlength and short petticoats received strong reaction, from department stores like Macy’s to school theatrical groups and personal shoppers. Another key item is the silky, vintage-looking full slip to wear underneath dresses.”
Della Osher, president of D&E Marketing Group, which brokered the licensing deal and oversees all licensing and licensed product for Necessary Objects, said the target “fashion customer” is 14 to 45 years old.
“She’s the Necessary Objects customer,” Osher said. “We’ll launch key items every season, like robes, slips and lace cheeky hipster panties. Necessary Objects and HYP are a perfect match. Bringing together people like Howard Levy [chief executive officer] and Hy Lanaido from HYP, and Ady Gluck-Frankel and [ceo] William Kaufman of Necessary Objects is a recipe for success.”
Lanaido added that a showroom environment for Necessary Objects intimates will be set up at the HYP showrooms at 10 East 34th Street in Manhattan for the May market. HYP is a producer and distributor of private label underwear, intimates and socks with annual wholesale sales in excess of $60 million, according to industry estimates.