(Filed Under wholesale Lingerie News). Elle Macpherson Intimates (EMI) is taking its Boudoir line in a new direction this winter. The company is transitioning Boudoir—previously a year-round range of high-end lingerie—into a capsule line reserved exclusively for seasonal holidays with the 2010 launch of a Valentine’s Day collection under the label. This will be followed by the launch of a second Boudoir capsule collection for holiday, 2010. The company’s new Obsidian line, debuting for spring 2010, will replace Boudoir as EMI’s high-end, year-round range.

The company has also lowered Boudoir’s pricing. Retail prices for the Valentine’s Day collection range from $40 for select bottoms, to $145 for a torselette, with bras ranging from $75 to $90. In spring 2009, Boudoir’s bottoms retailed for up to $72, while bras and chemises retailed for up to $138. Sizes run from 32 to 36, A through DD, and S through L.

EMI described the Valentine’s Day collection—the company’s first for the holiday—as consisting of “delectable and delicious lingerie sets bursting with rich and ripe color.” Included are seven styles including a chemise, contour bra, underwire bra, thong and bikini brief.

For further information, call Bendon USA: (212) 696-4570.

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Published 11-04-2009 by Amanda Torres Price