(Filed Under wholesale Lingerie News). Golyta International, parent company to iCollection and iBasic Intima, has launched an impressive new lingerie collection, Hauty “for the ultra sexy market,” as described by vice president of marketing, Justin Lam. The firm has also “taken ownership of the Tia Lyn brand to further strengthen our plus size lineup.”

Hauty is a strappy, revealing “European-inspired” collection of 65 styles that features many interesting and unique designs and includes lingerie, body stockings, thigh highs, panties, and pasties. Wholesale pricing for the collection is described by the company as “competitive and even aggressive on some styles.”

Lam told BODY that his customers “want something different” than what the rest of the market offers, adding “lots of brands are getting stale” in their designs. “Give us something that is different,” is what his clients are demanding. “They wanted something that was not cookie cutter.”

“We are very excited for our retailers who will finally have a fresh and unique line to add to their existing brands,” added Lam.

Golyta is looking to keep all of its bands separate and distinct. “As for the relationship between iCollection and Hauty they are two independent sister brands. Hauty is not a sub-brand or collection within iCollection. I would like it to establish its own identity and develop its own customer base.”

Lam noted that the reaction to Hauty has been “encouraging,” noting that shipping to stores will begin in September. Golyta was showing at the recent Curve shows in New York and Vegas.

For information and catalog, contact Hauty at 626-282-9822; email: sales@hauty.com; or hauty.com.

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Published 08-29-2013 by Nick Monjo