(Filed Under wholesale Lingerie News). Anita fired many of its independent sales representatives last week and is replacing them with an internal company sales force. The German-based lingerie firm will also soon begin to sell its products directly to consumers on its own website.
These changes were confirmed by Joy Haizen, managing director of Anita International Corporation, in an emailed reply to questions from BODY.
Asked about reports that independent sales representatives Charlie Brown, Ann Locke, Jill Wenzel, Terry Lynch and Lisa Larson had been notified last week that they would no longer be handling Anita, Haizen replied, “Anita International has done some restructuring last week within our sales team.” She continued, “We have eliminated double coverage in certain territories and have moved now to be mainly with employed company reps who will be selling both our brands Anita and Rosa Faia in all categories including Care and Breast Forms, Lingerie, Active and Swim. We have nine sales reps throughout the USA to effectively service all of our retailers.”
As to selling its lingerie direct to consumers, a change the sources had told BODY would begin in June, the executive wrote, “Similar to many of our competitors, we do have future plans to launch a B2C website which will also be a platform for building community, education, brand image and awareness. We have updated our store locator so we can continue drive end consumer business to our retailers.”
In another recent move, Anita began selling to Kohl’s (including on the Kohl’s website). Asked about the move, Haizen stated, “To clarify we sell some styles on Kohls.com. We do not sell Kohl’s at all at the brick and mortar store level. Sales are consistent and all Anita suggested retail prices are being preserved and maintained.”
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