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current news

René Rofé Expands Product Range


(Filed Under wholesale Lingerie News). International Intimates launched a line of packaged lingerie under the company's René Rofé Lingerie label at the recent International Lingerie Show in Las Vegas.

The collection of 17 styles received an "excellent reception," according to René Rofé, president of International Intimates, who discussed this and a variety of other developments during an interview in mid-October.

The packaged line is priced in the $4.50 to $10 wholesale range, and includes bra and panty sets, teddys and merry widows. The collection will ship in February.

"It is targeted at all those adult stores who attend the ILS show as well as mainstream stores. The line is sexy but not trashy," Rofé said. He added that "many customers have been asking us to get into this kind of thing because we can deliver excellent quality at prices that are significantly lower than the competition." Future plans for the packaged line include the addition of plus sizes.

Also new at René Rofé is the expansion of its proprietary F.I.T. (Figure Improving Technology) shapewear line. What started as a few pieces a couple of years ago is a now a full line of 35 items. "We have expanded the collection to cover a whole range of smoothing and controlling garments," Rofé said. "It continues to perform very well across a broad range of channels of distribution."

A line of seamless panties and camis, which has seen "consistently good performance for the last two years," has now been joined by a collection of seamless dresses, priced in the $5 to $7 range. Rofé emphasized that these dresses, which are just now being presented to the market, "can be anything from beachwear to loungewear to clubwear. We are calling it easy-to-wear, and it can be dressed up or dressed down depending on the occasion."

Yet another new collection for International Intimates is a line of bridal intimates. The company initially launched its bridal line for spring and has expanded its color selection to include black. The line is moderately priced and includes strapless bras, panties, bustiers and peignoir sets.

Finally, during the November market, International Intimates will launch a new division called René Rofé At Home. In a departure from the fashion end of the business, this line will focus on traditional dusters and housecoats. The division is headed by Alan Komack, an industry veteran with over 30 years experience. "While visiting my mother in Florida I noticed that she and all her friends were wearing dusters, whether they were sitting by the pool, out shopping or at home", Rofé said. "Everywhere I went I saw women wearing dusters and housecoats, and it dawned on me that these garments cut across all ethnic and economic boundaries. It occurred to me that our industry has almost completely neglected both the older consumer and the basic side of the business in favor of fashion." The line is moderately priced and includes yarn-dyed seersuckers, plisses and chambrays, all embellished with embroideries.

Speaking of current market conditions, Rofé noted that "the stores are being extremely cautious, reining in inventories and being much more select in buying." After a pause he added, "But the good news for us is we are continuing to get our share."


more wholesale Lingerie News >>

Published 10-14-2008 by Nick Monjo



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