(Filed Under wholesale Lingerie News). DSNews, the new marketing and distribution company headed by Russ Kelly, has just signed an agreement with the Italian luxury underwear firm, Trucco Tessile, to launch its Ghiro brand in the U.S.
To start, DSNews will focus on Ghiro’s “permanent basic collection (both women and men) guaranteeing a re-order service and fine quality and 100% natural fabrics,” explained Kelly. “Then we will introduce, also, fashion seasonal collections with different styles, colors and laces.”
“DSNews is a facilitator to brands selling in the U.S. knowing the importance of a brand having ‘awareness’ in the market,” continued Kelly. “DSNews will assist Ghiro in developing a full price, luxury position in the market at a price / value ratio that will challenge its primary competitors. Ghiro completes with Oscalito (Italy), Lisanza (Italy), Hanro (China/Switzerland), Zimmerli (Switzerland).”
Once successful distribution has been achieved in the U.S., “we would like to extend our work to Canada and Mexico too.”
“Founded in 1867, Trucco Tessile has the oldest tradition of underwear production,” according to Kelly, who added that it is “a family owned and run company, now in its 5th generation.” The company’s brands have “never sold in USA, nor has it done private label business here, said the distributor. “We would like to introduce our brand in USA and seduce American customers with our own label.”
“Pricing will be attractive and competitive.” Women’s basic underwear tops are expected to retail for between $40 and $65, panties from $26 to $40. “Fashion tops” will retail for $60 to $100.
“All handmade in Italy, Ghiro is all about quality and the finest fabrics,” explained Kelly. “In Italian they say “Fibre Nobili.” Creating beautiful seasonal fashions and a very high quality line of never-out-of-stock ladies and mens underwear. We use natural fabrics (wool, cotton, silk) and we buy all the laces in Italy.” He emphasized that the inventory will be stored in a DSNews facility in the U.S. to facilitate rapid delivery.
“Underwear is the first thing to touch your body in the morning so we want that experience to always be perfect. Made from Filoscozia cotton, one of the most valuable cottons used by brands like Zimmerli, Oscalito or Hanro (before China), the fabric is silky and light, worked in a such a way as to ensure a long-lasting life cycle. It offers maximum comfort and a comfortable fit.”
Besides Italy, key existing markets for Trucco Tessile include France, Belgium, Russia, Japan, Taiwan, Norway, UK, Spain and Portugal.
According to the distributor, “DSNews will provide a broad range of services to Ghiro. These will include market planning, sales representation, order management and warehousing oversight. In addition we will provide digital distribution of content and drop ship capabilities to various online destinations including boutique and lifestyle sites, influential media sources including bloggers and affiliates as well as other online selling platforms.”
Kelly added that he is looking to set up a network of independent sales representatives. “DSNews has excellent opportunities for agents and showrooms. Agents programs have commission from 10% to 15%. Showrooms and agents can manage their accounts online through the DSNews portal. Never get caught not knowing if stock is on-hand, the DSNews portal provides real time inventory availability, order enter / status and drop ship capability.” Representatives are protected in the system, he continued. “Even when a store signs in and orders or drop ships to a customer, the agent that is assigned to the account gets paid.”
DSNews will begin shipping Ghiro in May. “We expect to solidly position Ghiro as a high moderate-luxury underwear brand.” Contact Kelly at (732) 800-0499 or email@example.com.
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