NEW YORK — Stan Herman has licensed his name to Carole Hochman Designs Inc. to produce a collection of robes and at-homewear.
Herman, who has been president of the Council of Fashion Designers of America since 1991, has a long-established following for his signature chenille robes, which he has been designing for 34 years. The veteran designer had been associated with Kellwood since 1989, and before that spent five years with Crowntuft Manufacturing Corp., which was acquired by Kellwood in 1989. The license with Kellwood expired earlier this year, he said.
“I feel very energized about this. There will be a dedicated staff and a showroom,” said Herman. “I’m very excited about the lush, sexy fabrics, everything from microfleece to velours and champagne fleece, which has the weight of clouds.” However, he added that chenille, which has been Herman’s top-selling classification for nearly a decade on QVC as well as in department stores, will continue to be a mainstay of the collection.
“It’s been a very elegant parting,” said Herman about Kellwood. “I’ll be finishing up with Kellwood and QVC around the end of April or May, and will then continue with QVC and the Hochman company.”
His new compact collection will be unveiled in January in a new Stan Herman showroom on the 11th floor at 135 Madison Avenue here, where the Hochman firm maintains its offices and showrooms for its portfolio of sleepwear brands, which include Carole Hochman as well as several licensees — Oscar de la Renta, Betsey Johnson, Lauren Ralph Lauren, Esprit, Nine & Co. by Nine West and Jockey. Deliveries are scheduled to begin July 25. Distribution will be aimed at department stores, and wholesale prices have not been finalized.
Seth Morris, president of the Hochman firm, would not give first-year sales projections, but industry sources estimate the line could generate sales of more than $6 million.
“We continue to find and assess great niches in the marketplace that are not duplicative. I think the marketplace will be very pleased at how we elevate the Stan Herman brand,” said Morris. “Our mission statement is to raise the bar a little bit, which will include the look, styling and fabrics of the Stan Herman collection. We want to allow Stan to spread his wings.”
Morris further noted that private label is being considered in the future, saying, “We are also looking at some other tiers of opportunity to expand the brand.”
Jim Mogan, president of Kellwood’s Intimate Apparel Division, observed, “Stan is a professional but we felt it was time for us to do other things. In 2004, we launched Sag Harbor sleepwear, and we’ll be launching sleepwear by Izod and a licensed XOXO line. We also have a healthy and growing brand, Dentelle, a special occasion bridal brand. At the end of the day, we have a lot of brands.”