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’Love Stories’: New Dutch Intimates Label

(Filed Under wholesale Lingerie News). Love Stories is a new Dutch intimates and apparel line that is bringing to the upcoming Curvexpo show in New York, its F/W 2015 collection, as well as “our newest collection Cirque de la Nuit.”

According to the head of sales, Claudia de Groot, the brand is currently only available in the U.S. at Anthropologie “and one boutique.” On the Anthropologie website we found three bralettes retailing for $70 each and a single panty for $35. Launched in the summer of 2013, the brand has achieved far more extensive distribution in Europe, claiming on its website to have expanded from Amsterdam to “15 different countries such as Australia, Italy, Spain, Norway and Denmark.”

“We do supply department stores,” de Groot told BODY. “But it is mainly high end fashion boutiques who sell us.” She listed Galeries Lafayette, De Bijenkorf (a luxury chain in Holland), Magasin du Nord (the Danish chain), Fenwick (the U.K. chain), Selfridges, Myer (an Australian department store chain) and Takashimaya.

The line was started by Marloes Hoedeman, who now bears the title creative director. She has a background as a “stylist for magazines, fashion and interior,” according to de Groot.

de Groot herself came to the company in 2013 after working for about 15 years in various sales capacities at Bjorn Borg, the Swedish underwear and apparel brand.

According to the sales director, “our total collection is 100 pieces. 40 bralettes and slips and 20 cover ups.” On its website the company listed in early February, 17 panties and thongs ranging in retail price from 20 to 30 euros ($22.69 to $34.03), 14 bralettes ranging in price from 50 to 60 euros ($56.72 to $68.06), three bodysuits at 50 euros as well as smaller selections of sleepwear, robes, dresses, sweaters, blouses and tops.

In the U.S., “I want to target the exclusive department stores and high end boutiques,” de Groot explained, adding “I am looking for a good fashion agent” for this country.

While Curvexpo is the first U.S. trade show for the firm, Love Stories has exhbited at the Paris lingerie show as well as “WHSN Paris, Revolver Denmark, White Milano, Scoop London.”

Love Stories opened its first retail shop in Amsterdam last August. “It is 50 square meters. We only carry Love Stories and some accessories from other brands, like hats and jewelry.”

more wholesale Lingerie News >>

Published 02-04-2015 by Nick Monjo

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’Love Stories’: New Dutch Intimates Label

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