Journelle, the New York City-based lingerie chain, is launching a private label collection. The store, with three outlets in Manhattan and one forthcoming in Chicago, will introduce its own line of lingerie, a 25-item collection including eight bras, boys shorts, bikinis and thongs, Sept. 8.
“It’s our version of everyday basics,” said Claire Chambers, who founded Journelle in 2007. “We’re starting with styles we call ‘everyday lovely,’ which are unlined demis, a few T-shirt bras in special laces.” The collection is produced primarily in Asia with European and American laces. Prices range from $58 to $92. For now, the line is exclusive to Journelle stores and online. “We’re going to take it slow and test it out with our own stores and customer,” said Chambers.