(Filed Under wholesale Activewear News). (MAGIC Report) How’s this for a marketing strategy? HBL Couture, a new workout wear brand (designed for an ageless “sexy confident modern woman”) may soon be offered in as many as 50,000 beauty salons across the US. The apparel brand happens to be owned by the same entity that owns Enjoy Haircare, according to Kaneta Harmon, an HBL designer and spokesperson. Enjoy already sells its grooming products in those locations, Harmon claims, and believes that the new workout gear will be welcomed by the salons.
HBL stands for health, beauty and life, which also happens to be the name of a magazine that Enjoy produces.
Exercise pants in the line retail at $94.95, tops for $64.95. Opening orders are $500. The workout gear is made of a thick, high perfermance Supplex fabric blend. The line already sells in such outlets as the La Jolla Sports Club, Pearl Salon in the same town, and the Pacific Athletic Club. The collection is also retailed on the HBL website.
HBL introduced the collection at MAGIC (February 13-15), the San Diego-based company’s first time at the show.
“Women want to hang out in the clothes that they work out in” declared John Harmon, also with HBL. “You can go from the gym, to running around and then go to happy hour and still look hot,” continued Kaneta.
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