HOMEBOY TO KICK OFF LINE IN U.S.

Byline: Lisa Lockwood

NEW YORK — Homeboy, a juniors, young men’s and footwear line based in Dietzenbach, Germany, is being introduced to the U.S. market.
Through a recent distribution agreement between Jurgen Wolf, president of Homeboy, and Joe Reina, president of Footsense Inc. of Chicago, Homeboy will be distributed in the U.S. beginning in May 1996.
The first line will be launched at the Surf Expo show in Orlando, Fla., Jan. 11-14.
Aimed at the 12-to-25-year-old customer, Homeboy has had success for the past seven years in Western Europe, the United Kingdom and Japan, focusing on streetwear and footwear. Worldwide, the business does in excess of $50 million, said Reina.
Homeboy will feature yarn-dyed sweater knits, velours, fleece, soft-nap brushed fabrics and denim. The jeans and tops, including knits, cut-and-sewns and fleece, will wholesale from $20 to $30, said Reina.
The denim includes a 14-oz. double ring spun left-hand twill in five different jeans styles, as well as shorts and a miniskirt. Dark stonewash, regular stonewash and a bleach stonewash will be offered.
The line’s distribution center is Tempe, Ariz., where sales will be handled. Corporate headquarters are in Broadview, Ill.
According to Reina, the fall junior collection is estimated to generate $5 million in wholesale volume. “We’ll have restricted distribution because this country is overstored and overproduced,” said Reina, noting that he’ll focus on better jeans and specialty stores. “Shoes will drive the program,” he said.
Reina said that starting in 1997, the junior line will be expanded beyond tops and bottoms into other junior categories, as it is in Germany.

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