(Filed Under Wholesale Swimwear News). Sol Lusso is a beachwear firm, launched a few months ago, that will exhibit for the first time at the Las Vegas Curvexpo. The company is starting with scarves and pareos, but has plans to eventually move into “other products in swimwear and resort wear categories, for both men and women,” according to president Irina Howard.
“For years I was dreaming about having an apparel business. Summer of 2014 was finally a turning point, I finally realized that it is not only a dream, but a passion and there is no reason to sit back anymore. After years of research and development I am very excited to see everything come together,” Howard told BODY. “Name of the brand was a very important part and it took some time to finally come up with it. I knew I wanted Lusso which means Luxury in Italian. It made sense because just like the word, which is beautiful flowy luxurious and Italian so are the products we have. I have to give credit to my supportive husband Nathan who came up with Sol which means Sun and I loved the pairing.”
To start, pareos are expected to retail between $89 and $149.
Sol Lusso is not the first apparel venture for Howard. “I’ve always been interested and passionate about fashion industry. I had a small dress export business I operated while putting myself through college. It was fun and exciting but it wasn’t going to scale the way I wanted. I always had my sites set on beachwear fashion and nearly a decade later it’s happening.”
How will her new company compete with all the other luxury beachwear brands in the market? “Sol Lusso brings high quality products with exclusive designs and stunning colors, in line with current trends. Sol Lusso products are made in Italy and France. Customer service is our top priority. It takes years sometimes to gain a new customers and only seconds to lose them.”
Joining Howard in the venture is Tom Behringer, “a very talented and successful businessman and a dear friend.” So far the company does not use independent sales reps, “but may consider it in the future.”
“We are excited and eager to launch our line this fall. We look forward to meeting more retailers and forming relationships with them. It’s our desire to expand our line year after year and bring these exciting, colorful, exquisite fashions to market in just a few short months.”
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