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Puma North America is expanding its sports roster.

This story first appeared in the June 2, 2009 issue of WWD. Subscribe Today.

The activewear firm has licensed Blue Water Design Group, a division of Apparel Ventures, to manufacture and market the Puma Swimwear & Beachwear Collection in the U.S.

Blue Water, based in Gardena, Calif., and led by Jeff Pofsky, will be responsible for design, merchandising, sales and marketing of the collection, working in tandem with Puma’s Boston-based design team.

The swim and beachwear collection, which will be targeted to key department stores as well as independent swim specialty stores, will be introduced to retailers in July at the Miami Swim Show. First deliveries are slated for September at Puma stores and other retailers. The company declined to give first-year projections.

Wholesaling from $47 to $50 per set, the swim line includes a variety of halter tops, sports bra silhouettes, hipster bottoms, tankinis and one-pieces. Active-inspired design elements include racer-backs, double straps, layering and cross-backs. The collection also features rayon jersey cover-ups, with open cutouts meant to be layered over swimwear or worn with leggings or other bottoms. The cover-ups wholesale from $22 to $33.

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