LOS ANGELES — Italian lingerie brand Cosabella has partnered with Santa Monica, Calif.-based social e-commerce company BeachMint to create a new line of lingerie, sleepwear, activewear and swimwear called IntiMint by Cosabella, set to launch Feb. 1.
This story first appeared in the November 6, 2013 issue of WWD. Subscribe Today.
Price points range from $19.98 for bottoms to $119.98 for sleep sets, with about 30 new pieces rolling out each month. The venture marks the first time Cosabella has created a new brand for the online space.
“It was an awesome challenge to create a full collection from scratch for the digital side,” said Guido Campello, Cosabella’s vice president of sales and branding. “It took 14 months to create, but we’ll get immediate customer feedback, so it’s taking fast fashion to another level.”
The line, which comprises The Classics, basic pieces available year-round, plus season-appropriate offerings of lingerie, lounge, active and swimwear, will be merchandised with items from BeachMint’s other channels, StyleMint, JewelMint and ShoeMint.
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“We’re making a push to have all our categories relate to one another rather than sell separately,” said Michelle Lee, BeachMint’s general merchandising manager.
The intimates pieces combine Cosabella’s signature colorful stretch lace and Supima cotton with fashion-forward prints and embellishments, while the activewear uses a similar palette to go beyond the basic black workout pant with pieces such as ruched running shorts and tops with mesh insets and double cross-backs. Swim separates will come in a range of colors and fashion prints. “The activewear space is where I see the most opportunity for distinguishing ourselves in the marketplace,” said Campello.
“This line is our deepest marriage, if you will,” said BeachMint chief operating officer Greg Steiner. “It’s the first time we’ve partnered with an outside brand for customer-facing content.”
While he declined to give first-year sales projections, he predicted “significant volume, in the tens of millions of dollars category.”