(Filed Under wholesale Lingerie News). Shirley of Hollywood premiered new collections across several categories at last month’s ILS, all to “an incredible reaction,” said Eric Schlobohm, Director of International Sales of the company.

In Olivia by Shirley—the collaboration with artist Olivia de Berardinis established last year—the company introduced dress-up costumes to complement packaged lingerie. “Our favorite was Stinger #01007, a hot Bettie Page image in a sexy ‘cone bra’ corset, including a whip, gloves and g-string,” said Schlobohm. “Our Olivia collection has been doing so well with the so-sexy art that we even added T-shirts for both the ladies and men, and they were a universal hit at the show. Top T’s included Special Ops Bettie (0210) and Nurse Betty (0200).”

Olivia packaged lingerie starts at $9.75, T-Shirts, which are made in the United States, start at $12.95 and Complete “Dress Up” costume and play sets start at $34.75, and include gloves, stockings, whips and crops.

Also in the costume category, Shirley launched reversible Shirley of Hollywood corsets inspired by the accessorizing trend for fall 2011 and wholesaling for $25.95 to $34.95. “We created the ‘base’ reversible corset that can be dolled up so many different ways,” Schlobohm said. “And they live in your wardrobe after Halloween as an ‘out on the town’ corset, or a bedroom seduction piece, reversible and versatile.”

In plus size, which Schlobohm described as a specialty for Shirley, the company exhibited its voluptuous-size Intimate Attitudes collection, which will ship to stores later this month in sizes 1X to 3X. “We truly do plus sizes like no other vendor, focusing on fit, beautiful fabrications and amazing quality,” he said. “Some stand out new best-sellers include a stretch lace and glossy glow knit babydoll (3224) and a cotton sateen strapless corset (9511) available in a leopard print, as well as black and stone (a pearl tone).”

The company also premiered its new twist on packaged intimates, called HOT, which wholesales from $1.20 to $5 for stockings and pantyhose and $3.25 to $9.95 for bodystockings. Lingerie and playsets start at $7.95.

“While the packaged category has many vendors, we set a sales record at the show with HOT,” said Schlobohm. “Some of the comments we heard were ‘we love HOT because it has the fit and quality of Shirley in a packaged line.’ Both the ladies and the men love the soft finish; it is not itchy and scratchy like lots of packaged goods. And while HOT will not likely stay on for more than a few minutes, it’s not a throw away, one-use item; it’ll be added to your lingerie drawer for another fun night.”

For further information, contact Shirley of Hollywood in Vernon, Calif. by calling (323) 261-0265.

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Published 04-18-2011 by Amanda Torres Price