(Filed Under wholesale Sleepwear News). Affinitas hopes to make more headway in the sleepwear market with an expanded line of chemises in its new spring collection.

The company, which has traditionally focused on bras, panties and camisoles, has made chemises a part of new groups and added them to several older groups, said national sales manager Marcia Shally.

"We've worked really hard to be a bra and panty resource, and we're working to expand our bra size range," Shally said. "We've had chemises in the past, and we do some loungewear and daywear, but we're adding more chemises to add more of that element."

The new collection also brings a new element of boldness to Affinitas' designs, which have traditionally centered on pretty and ultra-feminine. The new Samantha group, which Affinitas describes as "lacy yet racy," feature a super-low plunge padded bra, demi-padded bra, thong, hipster, camisole and chemise and is available in both black and white. Seductively sweet "Mia" consists of a padded bra, thong, hipster and bustier in peach-trimmed cream, as well as an air-pad technology push-up bra.

The company has also made several additions to existing groups. Victorian era-influenced Helen is now available in bridal-ready white, and leopard-print Elisa adds a chemise as well as the air-pad push-up bra in white and pink trim along with a matching thong.

The sweet-and-frilly Sandra group's pastel items are now available in a soft pink, Ingrid's all-over-lace pieces now come in tropical turquoise and include the air-pad push-up bra and old-Hollywood glamour Ellass polka-dot pieces are now offered in white with blue trim and include a chemise and the air-pad push-up bra, as well.

Affinitas, based in City of Industry, Calif., retails in numerous specialty, boutiques and online stores in the U.S. and Canada. Most recently, the brand has signed up with HerRoom.com, a major internet retailer of several intimates categories from major brands like Ed Hardy Intimates, Claire Pettibone and Carole Hochman.

What's drawing new customers to the brand, says PR rep Lauren Rich, is not only product quality but product value. Bras retail for $23-$35, panties from $8-$18, camisoles from $25-$35 and babydolls, chemises and bustiers from $25-$45.

"Affinitas is a great option now more than ever to buyers in this economy as nothing in the entire collection wholesales for over $20- not even the intricate bustiers!" Rich said.

For more information, visit affinitasintimates.com or call (562) 213-0600.

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Published 10-17-2008 by Raquel Christie