(Filed Under wholesale Lingerie News). Honeydew Intimates has signed an agreement to produce an “exclusive product line of bralettes and panties, to be sold in Madewell stores and online,” according to a Honeydew statement. “ Starting Spring 2013, customers that have already made Honeydew Intimates a best seller at Madewell will get more options in color and silhouette.” The agreement covers three years.
Madewell, a rapidly expanding division of J.Crew Group, Inc., operates about 40 shops across the U.S. (with another five soon to open) as well as an online store. The brand was established in 1937 according to its web site as a denim producer, but now includes a wide range of apparel items including sportswear, accessories and shoes.
“It’s the perfect marriage of brands,” declared Benny Zafrani, CEO of Honeydew Apparel Group. “Our classic retro styling and laces really lend themselves to the quirky color that the Madewell customer loves. We have seen a spike in our bralette business since working with Madewell. They have a loyal customer that continues to buy their favorite item in every new color.”
The first pieces from the joint venture will arrive in Madewell stores and on its web site in January 2013 “with additional product lines to be introduced throughout the year,” according to the Honeydew statement.
“We are really excited to be working with Madewell,” said Jaymi Washburn, design director for Honeydew. “Our design team is constantly inspired by all that Madewell does within their ready to wear and accessories, so it’s really fun to be a part of that creative process with such a well known brand.”
Some Honeydew lingerie is already sold on the Madewell web site. For example, a lace boy short in nylon/spandex retails there for $18 and a matching flower lace bralette sells for $32.
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