(Filed Under wholesale Lingerie News). Although they are not yet up on the Kmart website, Sofia by Sofia Vergara intimates are already in some stores (the 34th Street Kmart, for example) and will be in many more by Valentine’s Day.
Dana-co president Zvi Ertel told BODY, “we have an exclusive license for Kmart,” to design, manufacture and distribute the line, noting he started shipping the store in January. Ertel gave BODY a preview of the collection at his Madison Avenue showroom yesterday. In total there are six bras and six panties, in a wide range of colors, both solids and prints. Many of the styles incorporate an animal print somewhere in the design. (BODY will feature photos of Sofia intimates in the March issue).
The bras retail for $14.99 and the panties are sold, two on one hanger, for $9.99. Panties sized 1x or 2x retail at two for $10.99. Ertel said the line will be in 800 stores by the end of the roll out.
The intimates join a much larger existing, Kmart exclusive, Sofia by Sofia Vergara apparel line comprising dresses, swimwear, tops, accessories, sunglasses, jewelry, shoes and more. The store announced the collection in September, 2011. The master licensee is Regatta, a company owned by Li and Fung, the sourcing giant. Regatta produces some parts of the line and has sub-licensed other parts. For example, Regatta, is producing the Sofia sleepwear line.
Vergara is a Colombian actress who currently stars in the ABC TV series Modern Family, for which she has been nominated for several acting awards. She has also appeared as a spokesperson for Pepsi Cola.
Dana-co licenses and sells bras and intimates under the Natori label, and has additional private label business.
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