(Filed Under wholesale Lingerie News). Shirley of Hollywood is “discontinuing” its 100% Babe line of junior-oriented intimates according to owner Roy Schlobohm. Meanwhile, he reported that the company’s new Olivia by Shirley collection “is a home run.”
Interviewed on the first day of September’s ILS in Las Vegas, Schlobohm said that 100% Babe, introduced in 2008, has turned out to be unprofitable, while the licensed Olivia line, which started shipping in mid-September, has been surprisingly popular. “I had not idea it was going to be this successful,” he said.
Olivia by Shirley is packaged lingerie inspired by the pin-up art of Olivia de Berardinis. The initial collection encompasses 25 styles available in one-size-fits-most, consisting of “unique” bodysuits with “fun” trims and accents, stocking and glove sets, complete bedroom sets that include sheer jackets; strappy side panties; stockings; gloves; and other accessories. Wholesale prices start at $9.75.
Typical of the response to the Olivia collection, according to Schlobohm, is a Los Angeles-based retailer who began reordering Olivia product even before the first shipments went out. “Every day the guy reorders from us!”
The company now is planning to add sleep shirts and T-shirts with Olivia’s images, and a line of 24 costumes based on Olivia’s artwork. The costume line will be available for Halloween 2011. Schlobohm emphasized the almost limitless possibilities for the Olivia brand, saying, “she has 30 years of art.”
In addition to Olivia by Shirley, the company continues to offer several distinct collections, including its original Shirley of Hollywood line; Intimate Attitudes, a plus collection; Risque; H.O.T.; Gy2, a men’s line; and a costume line.
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