NEW YORK — Liz Claiborne Inc. has signed licensing agreements with Gelmart Industries LLC to allow Chelsea Design Group, a newly created joint venture, to design and manufacture intimate apparel, including bras, panties and shapewear, bearing three labels: Liz Claiborne, Liz Claiborne Woman and Villager.
The new lines will be introduced here at the Aug. 4-8 innerwear market for spring selling. Claiborne’s innerwear license with Jockey International will expire on Monday.
Chelsea Design Group is a partnership between Gelmart Licensing, a wholly owned subsidiary of Gelmart Industries, and an executive group formed by three longtime innerwear executives — Stuart Greenberg, president and chief executive officer; Tobie Garfinkle; senior vice president of merchandising, and Linda Perrone-Fernandez, senior vice president of design.
Greenberg said wholesale sales the first couple of years are expected to “exceed $50 million.” He has spent more than 26 years in the intimates industry, most recently serving as vice president and general manager for VF Corp.’s Lily of France and licensed Natori foundations. Garfinkle led the merchandising team for VF’s Lily of France and Natori brands, as well as the licensed Christian Dior bra brand under Bestform Inc. Perrone-Fernandez was vice president of design for VF’s Lily of France and Natori intimates.
Barbara J. Friedman, president of licensing at Liz Claiborne Inc., said, “We are pleased to partner with Gelmart, a recognized leader in manufacturing high-quality intimate apparel. The intimates business is a unique and specialized segment of the apparel marketplace.”
She said Greenberg, Garfinkle and Perrone-Fernandez will “take the Liz Claiborne Intimates business to the next level.”