EILEEN WEST ASSUMES CONTROL OF DESIGN DUTIES FOR BRA LINE
NEW YORK — San Francisco Mercantile Co. has taken over designing, merchandising and marketing for the line of foundations under its Eileen West label, said Laney Thornton, chairman.
The line, he said, will continue to be produced by Vanity Fair Mills, which until now has also, under license, designed, merchandised and sold it.
The six-year-old license expires at the end of 1996, but it is unclear if Vanity Fair and San Francisco Mercantile will renew it.
“Renewal? Well, there’s nothing concrete happening,” said Thornton, “but we’ll have some announcements soon.”
J. Thomson Wyatt, president of Vanity Fair, a unit of VF Corp., said, “We’re in discussion with them right now. But I’m not in a position to say much more than that.”
Thornton noted the Eileen West line of foundations, which includes bras and coordinating panties, was shown for the first time this month at the Eileen West showrooms here at 1450 Broadway. The collection had been shown at the Vanity Fair space here at 8 West 38th St.
“Vanity Fair had been increasing the number of basics in the collection and just didn’t support the Eileen West collection the way they should have,” said Thornton.
“We now have a clear path to expand and grow our foundations business,” he continued. “For March, we are planning a lot of product extension with more fashion looks that can coordinate with the sleepwear.” He added that price extensions are being considered.
The San Francisco-based innerwear and dress firm also features three sleepwear labels at its New York showrooms: Eileen West and Classics and Queen Anne’s Lace by Eileen West labels.