(Filed Under wholesale Lingerie News). Already into its second decade, but new to the upcoming August Curvexpo show and perhaps many lingerie specialty stores, is Wilderness Dreams intimate apparel, a collection of bras, panties, sleepwear, mens underwear, loungewear, activewear, swimwear and casual apparel all utilizing different camouflage patterns.
While the focus heretofore has been on sporting goods stores and the outdoor market, “We see an opportunity to expand the Wilderness Dreams brand through additional products and by adding stores that want to provide licensed camouflage lingerie products to their customers. This could include specialty, department, lingerie, or sporting goods stores,” director of sales Mary Gorghuber told BODY. Thus the decision to exhibit at Curve.
Wilderness Dreams “was started in 2001 by Weber’s Camo Leather Goods,” explained the owner of both companies, Craig Zwilling. “Weber’s has been providing camouflage leather items to the outdoor / sporting goods market since 1998. Camo lingerie, loungewear, and swimwear was created to serve a need in this market for these type of products. Wilderness Dreams initially started with a few lingerie styles and has evolved over the past 13 years to include over 80 different items. The company has been under the same private ownership since 2003.”
According to Gorghuber, “Our wholesale prices range from $6.00 - $25.00, with all products offering great margin opportunities for our retailers.” On its website, Wilderness Dreams retails camouflage bras for $24, thongs from $12, a babydoll set for $33, a chemise for $36, a tank nightgown for $37 and a poly-jersey hoodie for $42. Men’s boxers are $19.
A wide range of bra sizes are available. A padded bra with the “Mossy Oak Break Up” camouflage pattern is offered in 32A, 32B, 34B, 34C, 36B, 36C, 36D, 38C, 38D, 40C and 40D. The bra includes a heart-charm and is “made from 100% polyester fabric for a soft, silky feel.” It retails for $24.
“The newest addition to the Wilderness Dreams line is our active wear,” Gorghuber wrote BODY in an email exchange. “Initially this line contains six styles, including active pants, shorts, capris, two sports bras, and a jacket. All of the styles feature a performance, wicking fabric blend with moisture control and comfort. The bottoms include a hidden pocket in the waistband to hold a license, room key, or credit card. The sports bras are pull-over style with a racer-back design that allow for easy layering. Wholesale pricing ranges from $15 for the sports bras to $25 for the jackets.”
And interesting detail is that the company uses authentic camouflage patterns for its intimates which it licenses from established designers. “In our case the camouflage pattern we mainly have is “Mossy Oak Break UP,” a very well known brand in the camo business,” noted Gorghuber. “In our lingerie & loungewear line, we also license the pattern – “Naked North.” We have a white pattern which is called “Naked North Snow” and “Naked North Pink.”
Up until now, “Most of the trade shows that we attend are in the sporting goods market, including the ATA Show, SHOT Show, and regional sporting goods shows,” said Gorghuber, adding that Wilderness Dreams has also been at the WWIN show in Las Vegas.
“We have a network of independent reps across the country that primarily serve the sporting goods market. There may be an opportunity for additional reps to focus on the lingerie / sleepwear market.”
“Our primary market to date has been in the outdoor / sporting goods market. Current retailers that carry Wilderness Dreams products include regional and independent sporting goods, apparel, and gift stores,” as well as “independent stores throughout USA and Canada.”
“A conventional lingerie store looks at Wilderness Dreams as another extension of the products they offer to their customers,” continued Gorghuber. “Wilderness Dreams fills the niche for camouflage items within these types of retailers. A lingerie store would want to start with one or more of the bra styles (styles 6016) and matching panties or thongs. In addition, our camisoles (styles 6011) and matching boy shorts (style 6022) are great selling products. Some retailers may look at these camouflage items as only being strong in the fall. While the fall season is strong, Wilderness Dreams items sell very well throughout the year.”
Similarly, a men’s underwear store, might do well with the line claimed the sales manager. “We believe camo has become a bit more ‘main’ stream. Especially in a men’s store, our Mossy Oak Camo boxers #609021, lounge pants #609521, along with our short and long sleeve raglan shirts can provide another option for a store’s guest.”
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