NEW YORK — Elizabeth Hurley is showing off her maternal instincts by expanding her eponymous swimwear line into the girls’ market.
Elizabeth Hurley Beach’s fourth collection includes pieces for girls 18 months to seven years old, miniaturizing everything in her women’s line from caftans to leopard-print bikinis to hand-beaded Havana flip-flops. Girls’ swimsuits wholesale for about $30, compared with women’s at $68 to $78. Girls’ caftans range from $18 to $27, while women’s start at $60 and climb to $228.
“A lot of yummy mummys love my stuff and many of them begged me to make matching caftans and bikinis for their kids,” said Hurley, who is “involved in every creative and business decision.” Hurley “went on a draconian diet” last year so she could personally model her line. “I still get very excited when I spot someone in my beachwear,” she said.
Hurley, who has a four-year-old son, promises boys’ and men’s lines will follow next year.
By the end of October, the girls’ pieces are expected to be at Saks Fifth Avenue, which carried Elizabeth Hurley Beach exclusively when the brand launched in April 2005, and at Scoop’s children’s locations, which by fall will include SoHo and the Meatpacking District here, Dallas, Chicago and Wheatley Plaza in Greenvale, N.Y.
Since the cruise 2005 collection, Scoop has carried the entire Elizabeth Hurley Beach line and is “obsessed with the entire leopard group, especially the tunic,” said Scoop co-owner Stefani Greenfield.
“This [girls’] line will definitely appeal to our customers that already shop the Elizabeth Hurley Beach women’s collection and want the same style, quality and fabulous product for their children,” said Greenfield. “Scoop Kids is a mini-he, mini-she version of our adult Scoop stores, so naturally we are pleased that yet another of our favorite vendors is branching out to include children’s wear.”
Elizabeth Hurley Beach is sold internationally at Harrods and Selfridges in London, Le Bon Marché in Paris, Harvey Nichols in Dubai, Lane Crawford in Hong Kong and “a few jet-setty places in the Caribbean and the Maldives,” said Hurley.
Elizabeth Hurley Beach may attract more buyers when the brand participates in its first trade show later this month. The brand will launch at SwimShow 2007 in Miami July 15-19. “All the swim buyers we speak to go to Miami, so we thought we’d better join them,” said Hurley, who will not personally be in attendance, according to the line’s spokeswoman.