XOXO AND NAP IN INTIMATE PACT
Byline: Karyn Monget
NEW YORK — NAP Inc. has signed a licensing agreement with XOXO to produce and distribute a line of sleepwear, daywear and bras and panties bearing the XOXO label.
First-year wholesale sales projection is in excess of $2 million, said Gregg Fiene, owner and president of Los Angeles-based XOXO, a junior sportswear firm. Fiene noted that he expects his six-year-old firm to generate wholesale revenues of $100 million in 1997, including revenues from other licensees.
“We want everything about this line to be pretty — that’s what XOXO is all about,” said Fiene, noting that the innerwear will feature “a lot of fashion looks.
“The line will be aimed at 14-year-olds as well as women who are 40-something,” Fiene said.
Distribution to major department stores and specialty operations is scheduled to begin in late October, said Victor Lee, NAP’s chief financial officer. The late fall and holiday line of innerwear will be shown in May at an XOXO intimate apparel showroom at 171 Madison Avenue, where the NAP showrooms are located.
“After researching the market segment, we determined that very few people are addressing this consumer base,” Lee said. “We see the junior innerwear market as having tremendous potential.”
Linda Aaron, who designs Anne Lewin robes and sleepwear at NAP, will head the design of XOXO innerwear. Susan Larcheid, manager of the Anne Lewin division, will oversee merchandising.
Details haven’t been finalized, but Lee noted that solid and printed fabrics will include cottons and cotton blends, as well as man-made fibers. Plans for in-store shop concepts are in the works, but it hasn’t been determined if the innerwear will be housed in intimate apparel departments or junior areas, Lee said.
NAP, which generates wholesale sales in excess of $90 million, produces private label innerwear for Victoria’s Secret and manufactures innerwear under four brands: NAP, NAP Essentials, Anne Lewin and the year-old licensed Crabtree & Evelyn collection.