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NEW YORK — Douglas Hannant is thinking pink for the label’s new contemporary sportswear.

This story first appeared in the July 7, 2011 issue of WWD. Subscribe Today.

Set to bow this spring, Douglas Hannant Pink consists of a bevy of interchangeable separates that are considerably more affordable than the designer’s signature collection. Meant to be a volume business more so than the niche one the designer has culled for his signature label, Douglas Hannant Pink has 120 styles and is expected to be sold in about 175 better specialty stores.

Designed by an independent design team under Hannant’s direction, the label is meant to appeal to shoppers who consider contemporary sportswear too fashion-forward or too youthful. Hannant’s business partner, Frederick Anderson, said, “This is for the customer who doesn’t want to give up fashion, but she has to just get dressed and go. It doesn’t matter if she’s 20 or 50. She’s looking for a great look. Yes, the customer wants to be current and look modern, but she has to live, too.”

DHP is the first licensed product line through the company’s partnership with The Douglas Group headed by Sami Souid. First-year sales should reach $10 million, Anderson said. Unlike the designer’s signature line, which is sold through 100 retailers and wholesales from $300 to $15,000, the diffusion one will be priced between $75 for knit tops and around $770 for beaded dresses or leather pieces. The label will be housed in a separate showroom in the Garment District but the exact location has not been determined.

The first Douglas Hannant Pink boutique will bow in March in downtown Manhattan, possibly on Bleecker Street, Anderson said. And a fashion week presentation is being planned for Sept. 9.

As part of a strategy to develop the label into a lifestyle brand, Douglas Hannant Pink will preview a sampling of shoes in September with a full collection being available for wholesale in February. Once the clothing is firmly established, additional categories such as eyeglasses, scarves and travel bags will be introduced, Anderson said.

On another front, Douglas Hannant is developing a lingerie collection for the signature line.

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