(Filed Under wholesale Men's Underwear News). Frank Dandy Superwear sees U.S. expansion as its next logical step. The Swedish company—well known in northern Europe and Australia, primarily for its trademarked, edgy men’s underwear—has selected Marietta, Georgia-based Kingston Lounge Now, LLC (KLN) as its exclusive distributor in the United States.

Susanna Berva, CEO of Frank Dandy stated: “The American market is similar to the Swedish market. Fashion in the U.S. is expressive, and adventurous — perfect for Frank Dandy expansion. The USA is eclectic and predominantly informal, reflecting diverse cultural roots, locations and ethnicities. Because of the scale of the USA market and the hunger for new, different, challenging [fashions], Frank Dandy is a natural fit.”

KLN has wasted no time getting the brand out there: it exhibited Frank Dandy at this winter’s CurveLV; Miami South Beach Men’s Show held Superbowl Weekend; Cobb County Men’s Club Launch Party; and America’s Mart in Atlanta. Thus far, 12 North American retailers have picked up the brand’s Fall 2010 line, including Just One LA in West Hollywood; 10Percent.com and Brick and Mortar in Los Angeles; Injeanious in San Francisco; IAN’s in Seattle, Brushstrokes in Atlanta; and BodyBody in Provincetown.

KLN is now taking orders for the new winter Collection. This collection includes boxers and briefs with vibrant, exciting patterns and is expanded to include winter wear such as colorful men’s long johns; unisex accessories; “Swedish” beanies, fingerless gloves with mitten pouches; and no ending scarves. In addition, KLN is also offering Frank Dandy’s women’s underwear. Wholesale prices run from $11.00 to $19, and sizes from S through XXL.

In its aggressive search for retailers, KLN is targeting the markets that attract Frank Dandy’s consumer base, which Kathy Hawkins of KLN described as “everyone who is youthful, savvy, and fashion forward.” She sees the brand as a perfect fit for mid-to-upper tier boutiques, specialty stores and departments with an urban, hip and young vibe.

Ron Sanford of KLN stated: “Since the beginning in 2003, Frank Dandy has worked to give consumers an alternative to what it calls boring, single colored, traditional men’s underwear.” Primarily known for its men’s boxers constructed from 95 percent cotton and 5 percent elastane “for great fit,” recent collections have expanded to include briefs and sport briefs. It is available in a variety of stores throughout Sweden, ranging from “the largest department stores” to the many urban, hip denim stores; and “we aim to duplicate that in the North America,” Sanford said.

According to Hawkins, the brand “continues to capture the interest of fans by continuously providing a high quality product with exceptional fit, and refreshing exceptional design schemes. Each collection offers something new and exciting.” The distributor has the Spring 2010 collection available for immediate delivery and is currently taking orders for the Fall 2010 and Winter 2011 collections.

For further information contact Hawkins by calling (425) 281-2798, or e-mailing khawkins@kingstonloungenow.com. Visit KLN at www.kingstonloungenow.com.

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Published 04-19-2010 by Amanda Torres Price