(Filed Under wholesale Lingerie News). Halle Berry has partnered with Hop Lun, the Hong Kong lingerie firm, to launch a Scandale Paris collection that debuted today at certain Target stores in the U.S. as well as at Target.com. Nine styles were offered on the site on October 27th; five bras ranging in retail price from $16 to $18 and four panties each priced at $7.
The 80-year-old brand was acquired by Hop Lun about five years ago and originally relaunched by that company in 2012.
The association with Berry is more recent. According to the actress, “I was drawn to Scandale because of its French heritage and gorgeous lingerie. The products are designed to support a woman’s desire to look beautiful as well as her essential need to feel confident and comfortable in her body.”
At Target.com, the “Scandale Women’s Animal Print Hipster” in a leopard pattern, in 80% polyamide, 20% elastane is selling for $7.00. The “Scandale Women’s Lace Illusion Demi Bra” in a color the company calls “Festival Red” combines a molded soft cup with under wire and lace overlay, in 90% polyamide, 10% elastane, for $16.
Also new on the Target website are 62 pieces from Hop Lun’s Marie Meili collection, mostly bras and panties, with a few shapewear items. About ten years ago, Hop Lun tried and failed to launch Marie Meili as a luxury brand, with some bras retailing for well over $100 according to one source. More recently the brand has been part of the company’s “premium” private label offering, according the source. Now at Target, panties retail for $8, bras for up to $30, a bustier for $36 and a babydoll for $32.
Also a decade ago, Hop Lun was heavily promoting two other brands, 6ixty 8ight and No Romeo, with extensive brand advertising and huge trade show booths. Today 6ixty 8ight is listed as a company brand on its website, but there in no mention of No Romeo.
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