(Filed Under Financial and General Interest News). Claudel Lingerie has just launched a new lounge and activewear collection, this one “sourced in California and produced in Montreal.” According to the company the group was “created to offer higher quality basic items in a small variety of colors.” It ships in July. BODY publisher Nick Monjo interviewed Anny-Claude Lapierre (aclapierre@claudellingerie) about the move.
MONJO: What was the inspiration for this new group?
LAPIERRE: The collection was created to better help and serve our current accounts. And to help develop new business opportunities with them. Many of our accounts are not limited to sleepwear and loungewear, but also offer ready-to-wear and activewear merchandise. Furthermore, for our clients who only purchase our sleepwear for the Holiday season, this new collection will help to create better and stronger, regular business.
MONJO: Have you done active collections in the past?
LAPIERRE: Only as a private label opportunity for bigger outfits. Our goal is to include this new project as a permanent basic collection with seasonal fashion colors.
MONJO: Normally you produce in China. Why is this new collection made in Montreal? Is this the first time in recent years that you have done your production in North America?
LAPIERRE: For a long time, Claudel was a “Made in Montreal” company until quotas were abolished in 2005. That’s when we moved our production facilities and most of our labor to China. After a year of fear and self-isolation, we seek nostalgia to find comfort and reassurance. By bringing a new and small collection to Montreal, we create a sense of nostalgia and sentimentality for a “better time.” It is the first time in over 15 years that we are manufacturing locally. We are currently working with a third-party, who will be with us every step of the way. Replenishments will be easier, faster and with lower minimums.
MONJO: What has the reaction been to this new line?
LAPIERRE: Our accounts are very much looking forward to this new collection, which makes this project even more exciting! They love that it will be sold exclusively to them and that it will not be found in our own retail stores, Lilianne Lingerie. This exclusive collection will hopefully help bring new consumers to the local stores and help build a stronger brand image.
MONJO: Can you mention any of the stores in Canada and the U.S. that have already bought the collection?
LAPIERRE: The collection targets independent boutiques and small retail chain stores. Some of our best Canadian accounts, such as Seduction Mode in New Brunswick, Amazing Assets in Ontario and Lingerie Nathalie, located in Quebec City, have been amongst the first to have submitted their orders. This collection will not be available for discounters and larger scale stores.
MONJO: What else would you like to say about the new line?
LAPIERRE: Its a project that I, as account and brand manager, have wanted to work on for a little while now. We expect this collection to grow in a fun variety of colors, sex shop prints and comfortable fabrics.
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