SIRENA’S BIG SPLASH
Byline: Anne D’Innocenzio
NEW YORK — In its new and enlarged showroom here, Sirena Apparel Group Inc., a South El Monte, Calif.-based swimwear maker, is thinking about warm weather.
Last Friday, it staged an informal fashion show to unveil its 1995 swimwear preview and summer collections for all of its labels: Sirena, Anne Klein, Rose Marie Reid, Look & Sea and WearAbouts. The setting was Sirena’s new 2,700-square-foot showroom at 1411 Broadway, the same building in which it previously occupied a 1,300-square-foot showroom.
The new showroom has an industrial look, with natural steel walls and movable racks. The walls at the entrance are textured with actual sand and surrounded by Venetian glass for a beach-like backdrop for the swimsuits.
“We needed the extra room because we are growing rapidly,” said Doug Arbetman, president and chief executive officer of Sirena, which went public last July and is traded over the counter.
Last May, it bought the moderate-priced Rose Marie Reid trademark from the CIT Group. Reid is expected to generate more than $4 million in volume for the fiscal year ending July 31.
Arbetman also noted that Sirena is about to sign a license with the American Red Cross to produce swimwear and coverups that are expected to be in the stores by early summer. The line would carry the Red Cross logo. Sirena’s swimwear lines address various market segments. Anne Klein is geared to the designer customer, Sirena is a misses’ contemporary line and Look & Sea is a contemporary line with a younger feel. WearAbouts is a collection of resort wear.
Arbetman expects about a 20 percent sales increase in the Anne Klein, Sirena, Look & Sea and WearAbouts divisions this year. He added that Sirena should generate sales of $48 million for the fiscal year, compared with about $39.5 million the year before.
The 1995 preview and summer collections, due in stores in March, featured a number of sportswear looks, including vinyl, tie-dye and mesh.
Sirena has also put more emphasis on bust-enhancement looks in all of its lines, promoting the concept with hangtags. It is offering its own version of a push-up bra in the Anne Klein line, calling it Crescendo.