(Filed Under wholesale Lingerie News). Honeydew Intimates will open, in time for August market, a new, 2100 square foot showroom in New York at 390 Fifth Avenue (corner of 36th Street). In recent years the collection of the Los Angeles-based firm had been shown in the City by an independent sales representative.
“The opening of this new flagship showroom comes at a very exciting time for the company and allows us to showcase the brand’s designs, core values, and strengths,” wrote Benny Zafrani, Honeydew’s creative director, in an e-mail message to BODY. “We are thrilled to have the opportunity to show our customers the brand’s vitality and direction, while remaining true to our commitment to design, quality and craftsmanship. We are thrilled to have this showroom open in time for the upcoming August 2013 market.”
In the announcement the company explained the new office is intended to “introduce the iconic brand to east coast buyers and provide them with innovative products and unmatched design integrity. Envisioned by the Honeydew Intimates design team, the new showroom space will provide a working environment specifically designed to highlight the brand’s colorful and playful designs. Rich open space which is complemented by abundant natural light will allow buyers to experience the color rich designs women around the world have come to love and admire. A stunning display of the brand’s colors will mirror Honeydew Intimates’ popular trade show displays which buyers have come to love for its effectiveness in displaying the brand’s colors.”
The company emphasized that in the new space, “Buyers will be able to easily merchandise the various styles, colors, and lines and get a true representation of the brand’s designs. To represent the full product offering the showroom was designed with multiple work spaces and full connectivity to Honeydew Intimates’ corporate headquarters in Los Angeles thereby allowing for full collaboration across the entire company.”
Founded in 2002, the firm, owned by the Zafrani family, “provides frisky lingerie that’s also cozy and comfortable,” as it is described in the showroom announcement. “The Honeydew collection is now sold worldwide, featured in many magazines and raved about by many celebrities. Pieces in the collection are made with the comfort of modal, rayon, lace, and nylon.”
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