(Filed Under wholesale Lingerie News). As part of its efforts to become an all-around lifestyle brand, Forplay focused on the babydoll selection in its packaged lingerie line this year. The company launched approximately 15 babydolls running in One-Size-Fits-Most and wholesaling for $12 to $14. According to Angelica Van, assistant apparel buyer for the company, previously the company’s babydoll selection was “very minimal.”

Forplay took the babydolls in a more traditional direction than its past styles, which, according to Christian Savoie, executive vice president of the company, was due to demand. “Customers have been telling us for some time now that we were too risqué, so we decided to come out with something that was just as sexy but less revealing,” he said. “In other words, ‘a little less is a little more…leave something to the imagination with Forplay’s new Baby Doll collection.”

Van added that colors are more subdued than in past collections, with soft shades of purple, mint and white seen. “Historically, we were doing more show pieces that fit into both lingerie and dancewear,” she explained. “Now we are rounding out our collection by offering everyday styles in soft fabrics that women can sleep or lounge in. The response has been excellent; customers especially love the softness of the fabric.”

For holiday, the company will add shades of red, black and white, followed by pinks for Valentine’s Day. Van expects the company to continue to expand on its traditional babydolls.

In other news, Forplay will launch its Volume 2 Contemporary and Volume 2 holiday intimates catalogs this summer. The contemporary catalog will include about 60 brand new clubwear styles, while the intimate’s catalog will feature approximately 40 brand new styles. “Although the catalogs will be smaller than our Volume 1 catalogs released earlier this year, everything in these catalogs is never before seen, so there is a lot for buyers to look forward to.”

Although she was not able to release catalog prices at this time, Van said: “We are focusing on lowering our prices.”

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Published 06-16-2010 by Amanda Torres Price