(Filed Under wholesale Lingerie News). (CurveNV Report) The recently-announced Parisa Lingerie collection was on display at CurveNV in Las Vegas (February 11-13), meeting with a “tremendous” reaction from retailers, according to owner, Amir Moghadam. His company, AFR Apparel International, Inc., currently produces its own A.Che swimwear, licensed Natori swimwear and, in its extensive private label operations, swimwear and lingerie for a wide range of customers.

Moghadam’s background in the industry gives Parisa many advantages, but also compelled him to create lingerie under his own label. “It is exciting to create a line that addresses the voids in the market.”

The genesis of the collection goes back more than 20 years. Moghadam, who has been in the business even longer than that, created a line of Parisa lingerie back in 1992. But AFR’s private label operations quickly became so extensive and time-consuming that the idea for his own branded lingerie was pushed into the background.

In designing the new collection, Moghadam and his wife Brenda sought to create unique intimates that are “whimsical and very light,” which utilize top quality materials. “Hand clipped Leavers laces” and other European fabrications are used.

Parisa Lingerie is comprised of two lines. The “luxury” Parisa line of European inspired bras and panties, and Parisa Fé, a contemporary line geared towards the fuller-busted consumer.

“The target prices are going to be the opening price points in the luxury market,” Moghadam said.

Working with Parisa on the development of the new lingerie has been John Bowman and his son JD Bowman. John Bowman said of the new venture, “We are in a position to be competitive with the better designer, high end lines.” He listed the company’s experience, its technological advantages, the premium fabrications, American fit and the ability to deliver it all at great prices as factors in the expected success.

With the Parisa Fé label, he continued, the company “is taking the full busted product idea and really creating a full collection of merchandise for the more contemporary consumer."

In other news, AFR is about to add 5,500 square feet of executive offices to its existing 60,000 square feet of warehouse, offices and design facilities in Northridge, CA.

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Published 02-17-2012 by Nick Monjo