Felina is moving into swimwear.
The family owned intimate-apparel company has partnered with Dreamwave LLC, a division of The Bentex Group Inc., on a licensing deal to manufacture swimwear for the Felina, its classic line, Jezebel, its trendy line, and Paramour, its contemporary, plus-size line.
“We believe Dreamwave is the perfect partner for this initiative,” said Robert Zarabi, the owner of Felina. “They understand our customer and the retail environment and are able to produce quality merchandise at competitive price points.”
The licensing deal was created by The Brand Liaison, the exclusive licensing agency for Felina brands. They are currently seeking out other licensing deals for Felina within categories including hosiery, socks, slippers, activewear, fragrance and personal care.
Throughout this year Felina has introduced full-figure sizing for Paramour and launched Unveiled, a new line that will target the better department store business. The company also brought on Rob Gardner as vice president of sales. Gardner was previously the vice president of global sales at Dana-co, where he was responsible for growing the Natori intimate-apparel business.