SEROY’S RELAUNCH

Byline: Anne D’Innocenzio

NEW YORK — After a hiatus of about a year, a contemporary sweater label is being revived by the widow of the man whose name it carried.
Sandra Seroy, whose husband, Michael, died in 1992, is spearheading the relaunch of Michael Seroy. Seroy is not only president of the new firm, but is also designing and merchandising the line.
“I wanted to really carry on Michael’s name,” said Seroy, who left her job as senior vice president of Genny last May to start the new business. She was there for a year and a half. She worked at Max Mara as executive vice president of merchandising and sales from 1990 to January 1995.
The sweater line, which is being represented by Felicia Gray & Co., will be in upscale department and specialty stores. Wholesale prices range from $100 to $120.
Holiday Togs, a now defunct sportswear manufacturer, had licensed the name after Seroy’s death until spring 1996.
“The line was doing well in stores, but it was going in a direction that Michael would have not envisioned,” said Sandra Seroy, describing it as “a little too young.” Michael Seroy was known for his novelty stitching and bright colors.
Seroy said she is reviving some of her husband’s designs, but is updating the styles a bit. They include cardigans with button details, which are now in wool, instead of cotton, and fur-trimmed sweaters, updated with stripes and zipper details. She is also emphasizing bright colors.
As for putting her own stamp on the collection, the line features lots of boiled wool cardigans and Lycra spandex and rayon underpinnings.
First-year wholesale volume is expected to hit about $4 million. The line had reached $9 million at its peak during the late Eighties, she said.

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