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  • Nick Monjo

Ilusión At JCPenney.com




Ilusión, a leading Mexican lingerie brand, recently debuted on JCPenney.com, and is already “doing well” according to Alan Ginsberg, director of BL Intimates (BLI), its distributor.


“The launch assortment was designed with broad range of core replenishable styles including bras, daywear, shapewear and bottoms to form the foundation,” explained Stephen Berzan, head of business development at BLI. “Phase two, arriving in July, layers in bright colors, floral motifs and more of the laces that are synonymous with Ilusión.” The current selection includes babydolls, bodysuits, camisoles and slips. 



BLI, (a part of the Vanity Fair Brands family, owned by Fruit of the Loom), distributes and markets such brands as Vanity Fair, Lily of France, Curvation and Vassarette throughout Canada. It distributes and markets Bestform throughout North America, and Exquisite Form worldwide. 


BLI began distribution of Ilusión in the U.S. in early 2021, bringing it to a variety of retailers including Herroom, where an extensive collection of styles is currently offered.


While BLI manages and directs U.S. operations, Diltex, the owner of the brand, manages the entire supply chain, from design and production to just-in time delivery, according to Ginsberg. 


Diltex itself is a vertical manufacturer in Mexico, founded in 1949, with thousands of workers across Mexico, the U.S., Guatemala, El Salvador, Honduras and Costa Rica.  



Ilusión spends heavily on marketing and has strong brand awareness in Mexico and with those with ties to that country in the U.S. The brand is also well known in Central and South America and uses, in its advertising, the slogan: “The Most Loved Latin American Brand.” 


The current launch at JC Penney was coupled with an extensive social media campaign explained Ginsberg, supported by numerous postings and followers on various social media platforms. Contact: Stephen Berzan, sberzan@blintimates.com, 514-858-9254 x 121.

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