(Filed Under wholesale Lingerie News). In early January, Fruit of the Loom announced a new “partnership and licensing agreement with Lamour, Inc., to manufacture and sell Fruit of the Loom branded socks for the family.”
“This strategic partnership will support our continued growth aspirations within the sock category,” said Melissa Burgess Taylor, Fruit of the Loom chairman and CEO. “A proven leader in the hosiery category, Lamour will offer innovative products that deliver the comfort, quality, and styling for which the Fruit of the Loom brand is known and trusted.”
Lamour president Marty Lieberman added, “the Lamour Family is honored to be entrusted to continue the legacy of the iconic Fruit of the Loom brand. Through a strong partnership with Fruit of the Loom and our retail partners, we will deliver exceptional quality and innovation for many years to come.”
Lamour launched in Montreal in 1952 as a pantyhose manufacturer and “evolved from a small factory to a multi-national corporation with significant core competencies in socks, underwear, and performance wear,” according to the firm. Its website notes that the “company has defined itself around a strong supply chain that delivers exceptional quality and value, company-owned distribution centers, and longstanding relationships with key retailers.”
Lamour produces men’s and women’s bottoms, socks, underwear, accessories, performance wear and base layers, and includes such brands as Terramar, Trimfit and Thorlos. Licensed brands include Joe Fresh, Perry Ellis, CCM, Rico, Keds, Buffalo, Roots, New Balance, Eddie Bauer, Mossy Oak, Simon Chang, Lily of France, Exquisite Form, Vanity Fair and Vassarette.
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