Haggar is tapping its feminine side with Rose Haggar, a moderate women’s line.

Launching for fall at retail, the collection focuses on the Baby Boomer woman, as Haggar addresses the Boomer man, and it is targeting the stores that carry its brother line, including J.C. Penney, Kohl’s and Mervyn’s.

“Our target customer is size 12-plus nowadays,” said John Bourgeois, vice president of merchandise design of Haggar Women’s Wear Ltd. “Our collections have an updated feel but are addressed to that body type.”

The casual collection includes colorful knit tops, shiny button-down blouses, short jackets and slacks with an extended flat-waist panel. The sportswear wholesales from $18 to $38. The company declined to make volume projections for the brand.

Named after company founder J.M. Haggar’s wife, the line comes less than two years after the Dallas-based, family-owned company was acquired for $212 million by buyout firms Perseus LLC, Infinity Associates and Symphony Holdings Ltd., as top executives, including chairman and chief executive officer J.M. Haggar 3rd, were ousted from the vendor.

This story first appeared in the January 17, 2007 issue of WWD. Subscribe Today.

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