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NEW YORK — A hectic pre-Valentine’s Day market is anticipated by innerwear vendors and retailers next month, but expectations are high for a strong retail turnout at the first February edition of the Lingerie Americas show here, said Patrice Argain, president of the trade fair.

“When we decided to follow the new market week dates for 2007 more than 18 months ago, we knew the schedule this season would be more hectic than usual,” Argain said. “This may have a slight impact on attendance this February. But, thankfully, the market dates are before, not during, the week of Valentine’s Day. So, we still anticipate a strong turnout, and pre-registration figures support this expectation.”

The registration figures were not available. However, about 2,500 visitors are expected, said a spokeswoman.

Argain noted that the show, which is scheduled for Feb. 7 to 9 at the Altman Building and Metropolitan Pavilion in Manhattan, will feature 270 brands.

“Another sell-out season: 55 brands are showing for the first time, the usual turn at Lingerie Americas,” Argain said. “Some of the notables are Badgley Mischka. We are very excited they chose to debut their [intimates] collection at Lingerie Americas.”

He said new exhibitors would include Adrianna by Jeannette Cook, Annabelle Joule, Bendon Sport, Biatta Intimates, Carol Molony, Catchy, D’lish by Daniella Simon, Ed Hardy Intimates, Fauve by Fantasie, Free People, FS2 by Fernando Sanchez, Helene Ponot, Little Arlotta, Lou, Malizia Silk, Occhi Verdi, Mudd Sleepwear, Tra-la-la, Viviana G for Petit Pois, XoXo Intimates and hosiery from La Perla.

“We have approximately the same geographical mix of countries represented,” Argain said. “The strongest participation is from the U.S., which makes up 60 percent of the total number of brands, followed by Canadians with 10 percent. The French are in third place with 7 percent.”

The other exhibitors are representatives from Italy, the U.K. and South America.

This story first appeared in the January 29, 2007 issue of WWD. Subscribe Today.

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