(Filed Under wholesale Sleepwear News). Julie Zipperer, founder/owner of sleep and loungewear brand Maxey, reported a positive experience at the recent installation of CurveNY. "It is such a nicely done show. I think Curve puts together a classy venue, and brings together a good group of people. In general, the lingerie market is a great market to be in."
Zipperer, who founded Maxey this spring, reported that the new brand opened up "many new doors" at the show. Retailers who picked it up include Only Hearts in New York City, Cheeks in Pittsburgh, Penn., and Tobi Blatt in San Diego, Calif.
Included in Maxey's holiday collection will be tie-dyed velour pieces, as well as a painters-wash fleece that looks like denim, in the lounge category. Another standout in the collection, Zipperer said, is a pajama top with shirttails. She said about the shirt, "I updated a pajama top and gave it a more slimming look. It is very flattering."
The collection will include approximately 15 styles wholesaling for $15 to $42 and running in sizes XS through L. It will hit stores in October.
Although Zipperer did not specify her customer base upon launching the brand's debut fall 2009 collection, she has now honed in on a target customer of the early-20s to middle-aged woman. "I have done away with the graphics and prints that I was originally going to do, and am going for a more hip and sophisticated look," she said. "My customers want something that will speak to them, not to their mothers or daughters. Maxey is not Eileen West, but it's not the cupcake/cookie print or Forever 21 either. It combines great fabrications, washings and designs."
For further information, contact Zipperer at (323) 890-0099, or Julie@MaxeyClothing.com.
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