A dress from BTween.

Bobby Terzi launches BTween, a new brand of tween apparel for girls sizes 7 to 16.

After spending nearly 30 years in children’s wear retailing, Bobby Terzi felt it was time to bring something innovative to the tween market.

This story first appeared in the January 7, 2010 issue of WWD. Subscribe Today.

Terzi is president and chief executive officer of BTween, a new brand of tween apparel for girls sizes 7 to 16. While a small number of dresses from the collection have been testing at select retailers since the summer, this spring season marks the major launch of the brand, which includes dresses and a diverse sportswear mix. Terzi said BTween, which targets the moderate and midtier retail range, is geared to the fashion-savvy tween girl who strives to wear junior clothes but finds the fit to be a little off and the styling a bit too mature.

“With a lot of the other lines out there, we found that more often than not, the mothers and daughters weren’t both happy at the same time,” Terzi said. “The girl wants stylish clothes, but the mother doesn’t want them to be too revealing. You just couldn’t find that in this price range.”

So Terzi teamed with his wife, Rochelle, who works as creative director of the brand. Rochelle came up with the name by chance while texting with her daughter.

“I realized that instead of using the full word ‘between,’ I was shortening it to BTween and it just stuck with me,” she explained.

Rochelle soon brought in Luci Most, director of design and merchandising, who has design experience at companies such as Jordache, Isaac Morris and Garan. Together, they’ve created a full tween and parent-friendly collection with every item manufactured in New York — floral-printed short-sleeve hoodies with a jeweled zipper pull, yoga pants accented with glitter and nail-head embellishments, burn-out T-shirts with crystal accents on a tiny front pocket, exposed zipper tanks, asymmetric tunics accented with rosette details, bandage skirts, knit denim shorts and capris and a large range of dresses, all with some sort of added value, like a detachable necklace or an iridescent exposed zipper.

“It’s all about reacting to the trends, but translating them in a way that’s appropriate for this customer,” Most said.

Rori Nadrich, the company’s director of sales, said the response has been positive from retailers so far and they are hoping to do more business with moderate and midtier department and specialty stores.

The collection wholesales from $7.50 to $12.50 and Bobby Terzi said he expects to reach about $20 million in wholesale volume by the end of 2010.

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