(Filed Under wholesale Lingerie News). The Apparel Partnership Group (APG), which launched a licensed collection of Psycho Bunny men’s underwear, loungewear and apparel early last year has now expanded its offerings to include a women’s collection that “consists of a few small capsules of both intimates and loungewear,” according to Matthew Healy, president and CEO.
We first saw the women’s line at Project in February in the Psycho Bunny booth, the event marking the “soft launch” of that collection.
Founders Robert Godley and Robert Goldman launched Psycho Bunny in 2005 as a line of ties (currently $110 on the company website), and then expanded the label to include men’s and boy’s shirts, socks, hats, scarves, hoodies and caps. The men’s underwear and loungewear has already made its way into department stores and their web stores as well as “a pretty extensive better store following” according to Healy. The APG owner has a lengthy background in the industry, with 15 years at Calvin Klein and stints at Kenneth Cole, Tommy Hilfiger and most recently at Delta Galil.
The women’s offering was included as part of the original licensing deal, and Healy emphasized Psycho Bunny is “a great brand for women’s intimates” as well as active and lounge. Eventually the “women’s piece could be bigger” than the men’s side of the business he added.
While he calls the roll out of the women’s group a “work in progress” Healy told BODY, “Our strategy is to piggy back the distribution we currently enjoy with our men’s collection in department stores, specialty stores/chains and e-commerce.”
“Included in intimates are fashion basics in what we call Psycho Luxe Classics (Modal/spandex) and fashion groups in solids and prints made of nylon/spandex microfiber,” he explained in an email message to BODY. “Loungewear consists of beautiful lounge pieces in tanks, baby tees, logoed v-neck tees as well as pants…all in beautifully soft blended fabrics designed for the perfect combination of comfort and functionality. Finally, we have a sporty active collection called Psycho Performance…made in nylon/spandex and poly spandex (depending on item) that combines great color, trim details and true performance with moisture wicking and anti-microbial attributes.”
The Psycho Bunny Luxe Classics includes bras and panties in 95% Modal and 5% spandex, all offered in nine colors. The balconette bra has a wholesale price of $14.85 and a suggested retail price of $42.50. A triangle bra with logo elastic wholesales for $10.30 and retails for $29.50. To match there is a thong ($4.75 wholesale, $13.50 retail), bikini ($5.75 wholesale, $16 retail) and boy short ($6.30 wholesale, $16 retail), all with logo elastic.
Another bra and panty collection is offered in 88% nylon and 12% spandex. The balconette bra with logo charm ($14.85 wholesale, $42.50 retail) is offered in bright white, jester red, pea coat and with a allover Psycho Bunny print. There is a matching rouched bikini ($6.75 wholesale, $18 retail) and thong ($6 wholesale, $15 retail), both with flocked logo in the same colors.
The first delivery loungewear collection includes a burnout logo tank in 65% poly and 35% rayon, which comes in three colors, with a wholesale price of $10 and a retail price of $29.50. A knit lounge pant, 57% cotton, 38% poly and 5% spandex, is offered in four colors with a wholesale price of $13.50, retail price of $39.50. The Grande Bunny Logo Tee is 60% cotton, 40% poly and wholesales for $10, retail $29.50. Finally, there is both a red and a blue woven lounge pant in 100% cotton, $13.50 wholesale, $39.50 retail.
The Psycho Performance group is 87% nylon, 13% spandex. Pricing had not been set at the time we went to press, but bottoms will include a boy short, power short, track short, performance capri and a performance lounge pant. Tops in the collection will include a sports bra, long sleeve v-neck and sports tank all offered in neon magenta, anthracite, acid green and gunmetal grey.
Psycho Bunny, with it’s dramatic logo combining pink bunny ears with a skull and cross bones, is something of a loner. We asked Healy with what other brands his collection might hang in stores. “While having a unique point of view Psycho Bunny competes for space with the usual suspects such as CK, Polo, Hugo Boss.” He added, “Psycho Bunny underwear and intimates offer timeless, cool essentials that reflect the consumers unique spin on life. Tradition with an edge, adventure with style.”
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