LOS ANGELES — Allen Schwartz is bringing his contemporary sportswear spin to the intimates arena in a new licensing deal with New York-based Vandale Industries.
This story first appeared in the April 6, 2009 issue of WWD. Subscribe Today.
ABS Intimates by Allen Schwartz will retail for $15 to $75 at Nordstrom, Bloomingdale’s, Saks Fifth Avenue, Lord & Taylor and specialty stores nationwide beginning in spring 2010.
“Today, with sensitivity of price and downtrend of the $150 bra, if I can bring affordable luxury to the marketplace with a bra for $30 to $60, then I see a tremendous opportunity to bring something new to the customer,” Schwartz said.
For Vandale, the license represents an opportunity to reach a more upscale customer. The company currently produces lingerie licenses for Dollhouse and private label for Wal-Mart.
“The ABS brand will fill a niche for our company that is unique from all of our current licenses,” Vandale sales manager Lynne McCormick said. “This opportunity has given us the ability to expand our distribution even further to reach an upscale, contemporary, trend-based consumer who is always looking for fresh new designs.”
The first lingerie collection will consist of pastels, as well as bold colorblocking, such as black and white and pink and ivory. Materials will run from satin and polkadot chiffon to sequins and sheer georgettes. Traditional eyelash lace gets a modern spin encased in tulle.
The sleep collection will feature an updated take on the traditional satin pajama set in laundered satin, as well as micro Modal knits and stretch laces.
Schwartz also plans to translate contemporary trends such as the harem pant, the vest, the asymmetrical top and the boyfriend shirt into the loungewear collection using Modal and silk charmeuse.
“I want to take key trends on the runway and bring that culture into the intimate apparel zone,” he said. “It’s going to be about fashion.”
Color will be key in differentiating the collection from other recent intimates launches such as Emporio Armani Underwear and Ellen Tracy. Schwartz plans to use pops of neon and nontraditional trims such as tulle ruffles, lace and “bling” hardware to make the line stand out.
“This isn’t about just black and nude,” he said. “It is about whatever is trending, with a twist of sexy and sophistication.”
Kimberly Kalosinis, Vandale’s executive vice president of merchandising, estimated first-year sales of $3 million to $5 million.
“ABS offers luxury at prices that will appeal to a broader range of customers,” Kalosinis said.