(Filed Under wholesale Lingerie News). Electric Lingerie signed an "exclusive, global" licensing deal to " manufacture, market, and distribute" Hustler Lingerie, effective September 1, 2009. International Intimates, Inc. had the license previously.
Elan Rofé, owner of Electric Lingerie and president of Hustler Lingerie (when it was a division of International Intimates) for the past three years, will continue in that capacity, and Wilson Kello will continue as creative director. "I am ecstatic that we were able to make this deal," declared Rofé, "and especially happy with the help of Hustler corporate and specifically Theresa Flynt-I am confident that the brand will evolve in a way that is most impressive."
"It's the smartest possible evolution of the brand," Rofé continued. "We've got the same core personnel who really created the name, and now we've got the freedom and autonomy to take things to the next level." Rofé said he plans a strong debut at January's AVNs in Las Vegas, with a re-vamped packaged line, new hosiery, sexy bedtime costumes, and an expansion of his miniskirt line. "We're finally able to respond to the feedback we've been getting from the industry, which is to say we're going to have sexy, mouthwatering items at substantially reduced prices."
The details of the deal give Electric Lingerie the right to the brand for 3.5 years with an additional 1.5 year extension. "The next 5 years will be a very exciting time for the brand," said Kello. "We have made such a global impact in a mere 3.5, years and this deal insures the future and longevity of the brand which, honestly, some people had questioned."
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