(Filed Under wholesale Lingerie News). Shirley of Hollywood has launched a new collection of “dog designer wear” under the brand name “Hollywood Poochie” owner Roy Schlobohm told BODY. There are “150 styles already” he added, ranging from such things as rhinestone studded collars to “corsets” and full outfits, offered at retail prices from $20 to $50 with most in the $30 to $40 range.
Shirley, best known for its sexy intimate apparel, introduced its canine couture at America’s Family Pet Expo at the Orange County Fair and Event Center in Costa Mesa, CA in late April. “We signed up for the show a year ago,” said Schlobohm, indicating the company has been working on the idea for some time. “We sold a lot of merchandise, 500 or 600 pieces” he claimed, emphasizing that “these are not costumes.”
The collection is the idea of Schlobohm’s daughter, Dana Walczuk.
“The purpose of going to the show was to find out if our merchandise was acceptable to pet owners, dog lovers...We made doggie outfits that match our corsets” in the lingerie collection, Schlobohm continued, using the “same quality” materials, workmanship and production facilities.
“We are going to have it in our next lingerie show,” Schlobohm continued, referring to the International Lingerie Show in September, adding “We may even take a separate booth.” Of the Costa Mesa show he said, “I was so thrilled to see the enthusiasm, the acceptance” of Hollywood Poochie among dog owners. “It was a breath of fresh air...Business was good in the pet business!”
Interestingly, there are several precedents to this move from lingerie to pet wear. In 2009, Age Group, Ltd, originally known as a producer of intimate apparel under a variety of brand names, signed a licensing agreement with Martha Stewart Living Omnimedia, Inc. (MSLO) to manufacture, market and sell Martha Stewart pet-care products through PetSmart. The line included apparel, collars, leashes, bedding and grooming supplies.
Another example is Leg Avenue, which some time ago introduced a collection of dog costumes.
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