DIM UNLOADS ROSY: Paris-based Dim SA, a unit of Sara Lee Corp., has sold its Rosy lingerie label and Rosy’s factory to Tricotage des Vosges for an undisclosed sum. Rosy has annual wholesale sales of roughly $7.8 million at current exchange rates.
Dim also plans to spin off its Rien lingerie label and its two production sites. Rien has yearly wholesale sales revenues of about $5.5 million.
In addition to its own hosiery line, Dim will retain the Antinea lingerie collection and the Chantal Thomass business owned in partnership with the namesake designer and the Ralph Lauren Intimates license.
The reasoning behind the sale of Rosy and the pending sale of Rien could not be learned. Dim president Louis Simon could not be reached. But only a year ago, Simon was touting the fact that Rien and Rosy were among the several lingerie acquisitions by Dim that brought Sara Lee’s French hosiery unit a diversified product range. He had also noted that these two brands had significant foreign expansion potential, which Dim could drive.
Tricotage des Vosges is a sock maker that sells to traditional lingerie stores in France. The move to buy the Rosy mark is generally seen as a way to expand product offerings to wholesale clients.
FELINA’S NEW DIGS: Felina Lingerie has moved into a new showroom and offices at 180 Madison Avenue, Suite 505. A celebration presenting Felina’s fall 2000 foundations collections with informal modeling will be staged at a cocktail party Wednesday, March 8, from 5:30 to 8:30 p.m.
The evening’s festivities will include an exhibition of intimate apparel by S&S Industries entitled, “Yesterday, Today and Tomorrow,” which will span a century of intimate apparel trends. S&S is a maker of underwires for bras and corsets.
FIT DOES CORSETS: The Fashion Institute of Technology will be featuring an exhibit entitled, “The Corset: Fashioning the Body,” Jan. 25 to April 22, 2000.
FIT calls corsets “one of the sexist items of clothing in the history of fashion and one of the most controversial. Like a high-heeled shoe, it is viewed as both an icon of erotic femininity and an instrument of women’s oppression.”
The museum at FIT will examine the social and cultural significance of the corset throughout fashion history. Created by Valerie Steele, the museum’s chief curator, the exhibition will include about 100 corsets and corset-inspired fashions, as well as archival photographs, posters, books, caricatures and advertisements that document the evolution of corsetry — beginning with a rare iron corset from the 16th century that was probably intended as an orthopedic device, to a wide range of Victorian-inspired corsets for women, children and men.
ACTIVE GOES TO CAMP: Camp Healthcare, a maker of post-mastectomy products, has acquired Active Inc. The move will broaden the range of Camp’s post-mastectomy products, primarily specialty bras and related items such as silicon breast prostheses, said a spokeswoman for Camp, based in Atlanta.
Camp’s Naturalwear line will continue as the core post-mastectomy offering, and Camp plans to distribute the Active line under the Active by Camp label.
The purchase price was not available.
PLUS-SIZE SIRENS: Two former plus-size models, Diana Chibas and Suzanne Donovan, have harnessed their frustration at not finding sexy lingerie for large-size women by developing their own line of such items under the Diana Chibas Shapely Intimates label.
The line, which can be purchased on interactive Web site dianachibas.com, as well as through a direct-mail catalog, is mostly saucy chemises and long, romantic sleepgowns in sizes 10 to 24. Suggested retail is $39.95 to $89.00.
Donovan said an ad campaign, which appeared this fall in several national magazines, including Mode, Vanidades, Spanish Glamour, Vogue en Espanol, Cristina and Spanish Cosmopolitan, featured toll-free 888 numbers in English and Spanish and was “extremely successful.”
“What makes our marketing approach so desirable is that we recognize and respect the formidable clout of the ethnic consumer and her pride in her natural body,” said the Cuban-born Chibas.
“Traditional retailers should give more respect to plus-size consumers.” said Donovan, noting that the first-year wholesale sales projection for the three-month-old company is $1 million.