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United Teams Up With BabyLegs

(Filed Under wholesale Hosiery News). United Legwear has acquired the Baby Legs and My First Babylegs trademarks through a partnership agreement with Nicole Donnelly, founder of the BabyLegs brands, which produce children's leg and arm warmers.

United Legwear reported that Donnelly will "remain the force behind product development, marketing, branding and design efforts." The terms of the agreement were not disclosed.

The alliance is in line with United Legwear's plan to "[move] aggressively forward," which includes a long-term goal of 50 to 60 percent sales contributions from jean companies and 40 to 50 percent from sportswear. The company is currently the legwear licensee of Puma, True Religion, Cynthia Rowley, Sketchers, US Polo Assn., Airwalk and Bon Bebe.

Through the partnership, it expects the BabyLegs and My First BabyLegs brands to be equipped to increase product distribution and offerings and sales representation, as well as gain streamlined production processes and bi-coastal presence.

"I am thrilled to be working with United Legwear. The new alliance will assist in expanding BabyLegs to meet the growing demands from our loyal customers," Donnelly said.

"I saw an opportunity to partner with a premiere legwarmer brand and expand it into a full line of wonderful legwear products," Isaac Ash, owner of United Legwear, said. "With Nicole's creative marketing and design talent and my company's overall strength, manufacturing expertise, and global sales distribution, I am confident that the consumer will respond positively to the expansion."

In other news, United Legwear will show it's new licensed True Religion legwear at this September's Las Vegas Project Show. True Religion and United Legwear signed a licensing agreement this spring for United to manufacture and distribute True Religion branded socks, leggings and tights for men, women and children. Men and women's styles will wholesale for $4 to $10 and retail for $10 to $25, with children's running for $2.50 to $12 and $6 to 28, respectively. The company expects the legwear to be sold in better department stores already carrying True Religion's jeans, which include Saks Fifth Avenue, Neiman Marcus and Bloomingdale's. The company is planning to launch the legwear internationally in select markets in North America, Europe and Asia.

United Legwear is additionally expected to re-launch intimates under its Puma license at this August's CurveNY.

For further information, call the company's New York City offices at (212) 391-4143.

more wholesale Hosiery News >>

Published 07-17-2009 by Amanda Torres Price

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