DELTA TAKES OFF AT DEENA LINGERIE
NEW YORK — The first plus-size line of sleepwear, robes and daywear bearing the Delta Burke Intimates label will be unveiled this week at the Deena Lingerie showrooms, 180 Madison Ave., here.
Deena, a 50-year-old, family-owned manufacturer based in Los Angeles, signed a licensing agreement with Delta Burke Design last week. Rick Horwitch, president, projects first-year sales of $1.5 million.
“Delta Burke is a role model for the plus-size customer,” said Horwitch. “This is a customer who has been ignored by the market for years.”
The line will be sold in sizes 1X to 3X and will include long sleep gowns and coordinating long, wrap robes; swing chemises, and teddies. A line of at-homewear will be introduced for spring.
Fabrics for the sleepwear will be primarily woven polyester charmeuse and clipped chiffons, and a polyester that has a textured, matte-and-shine finish. Daywear items will feature lots of stretch nylon lace, polyester charm-euse, and polyester and cotton velour.
Colors will be royal blue, pink, pearl, black, white and burgundy. There also will be a gold and black tiger print.
The sleepwear is expected to wholesale for about $20 to $25, the daywear for around $15 and the robes for $30 to $35.
“Delta Burke’s whole message in this line is to change the perception of what a plus-size woman can wear — it doesn’t have to be black all of the time,” said Frank Flaherty, a vice president and national sales manager at Deena. “We really look at different figure types. Many plus-size women have a figure problem only in one area.”
Flaherty noted the line focuses on lifestyle needs.
“It’s more than just a color story,” he said. “The collection is merchandised around different themes — from classic and basic, to elegant looks, to fun and whimsical themes,” he said.
Deena produces innerwear under the Lucie Ann and Lucie Ann labels, as well as private label in average and plus sizes.