(Filed Under wholesale Hosiery News). According to Rebecca Michaels, her company Violet Love has grown so much since she added hosiery to her line-up that, this April, she moved it from Maryland to the more metropolitan Los Angeles.
Additionally, the local fulfillment center Action Freight is now handling all of Violet Love’s distribution, which the three-year-old company previously handled on its own. Michaels said this is a good sign “that we are growing from a small business to a larger one.” She added that working with an outside distributor frees up her general contractors to focus on the marketing and design aspects of the business.
Violet Love’s women’s hosiery is primarily made from a nylon-Lycra blend ranging in wholesale price from $9 to $14, and is available in one-size-fits-most in three styles: footless tight, solid knee-high and mixed fishnet (fishnet mixed with opaque horizontal strips.) Additionally, the company recently introduced a footless tight for girls.
Violet Love will introduce new prints for fall at this June’s Total Home & Gift Market tradeshow in Dallas. Michael’s described fall prints as “abstract,” with “rich royal colors,” including turquoise and purple, prominent throughout, and prints infused with each other – including tie dye over animal prints – for a “bohemian effect.”
“We are moving away from classic prints, like polka dots, [with the Fall line],” Michaels said.
Michaels described Violet Love’s typical customer as a late-20s-to-early-30s “new mom,” who is fashionable, yet doesn’t have much time to spend on primping. Activewear and fashion boutiques nationwide currently carry her merchandise including Diane’s Beachwear, Lifetime Fitness Spas and Core Power Yoga.
Melanie Michaud, Marketing director of the Diane’s Beachwear chain, commented:
“Violet Love is pretty strong for us, especially their headbands. Their kid’s hosiery is also particular strong.”
Violet Love was founded in 2006 by former civil engineer Rebecca Michaels. For further information, e-mail Michaels at Rebecca@VioletLoveHeadbands.com.see more
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