(Filed Under wholesale Lingerie News). CMK Distinctive Brands recently began working with Ghiro, the Italian producer of sleepwear and underwear for men and women. Cynthia Kelly, managing partner of CMK, discussed Ghiro and her new relationship with the brand in this interview with BODY publisher Nick Monjo.

MONJO: Can you describe the brand and your new relationship?

KELLY: Ghiro provides high quality underwear and sleepwear made in Italy of the finest Filoscozia cotton, European silks, and fine wool fibers at a wonderful price for value. The ladies daywear is driving growth for the brand because styles are multi-functional as underwear, layering pieces, fine loungewear and sexy sleepwear items. These are also wellness items due to the super fine natural fabrics against skin, and seamless knitting which is very smooth and soft on the body.

Ghiro fills a unique niche, providing the above added-value at a price considerably lower than comparable products on the U.S. market. Ghiro is a vertical marketing opportunity which offers the category of beautiful seamless European knitted intimates to mid tier stores at more accessible price points. CMK will launch ladies first, and follow with men’s.

MONJO: What kind of relationship is this? Distribution? Consulting? Marketing? Social Media? Department stores? Please describe.

KELLY: CMK is preparing Ghiro now for a soft launch at NY Market this August. We will provide distribution, sales, and marketing services focused on key accounts initially, and develop from that basis.

MONJO: I know that Milltex was handling this in the past. Are they still involved?

KELLY: Milltex is no longer involved with Ghiro after a brief cooperation.

MONJO: Where is the brand now in the U.S.? Can you name some of the stores that sell it?

KELLY: Ghiro is not known in the U.S. The brand is a new entrant into the U.S. market, with a wonderful story of Italian quality to reveal to U.S. stores and consumers. Ghiro offers a special niche product created in small Italian ateliers, who are artists at what they create.

Family owned for three generations, the brand acquires the finest raw materials, designs the products, then engages a select group of small Italian ateliers with special expertise to create the finely crafted products of Ghiro.

MONJO: Where is it sold internationally?

KELLY: Ghiro’s largest market is France, and products are also sold in Spain, France, Belgium, Norway, Germany, Portugal, Ukraine, Russia, Taiwan, Singapore and Japan. They are generally sold to high level specialty boutiques. Currently Ghiro is sold in Italy on the company’s own website.

MONJO: Who would this brand hang with in a store?

KELLY: Due to its multi-functional aspect, the Ghiro products would be at home hanging in either the sleepwear, daywear or crossover areas.

MONJO: What are the price points for some of the garments?

KELLY: Fine Italian cotton camisoles and tanks, pure or with European lace trim, retail from $38 to $70. European silk rib tops, pure or with European lace trim, retail from $56 to $80. Fine wool and silk blend rib tops with opulent European lace retail from $75 to $110

MONJO: What are your plans for marketing the brand?

KELLY: CMK will do a soft launch of Ghiro this August market for Spring 2015, with plans for a stronger presentation next January for Fall ’15. Fall/Winter is the prominent season for beautiful Ghiro products including an extensive fashion collection.

We will target mid to upper key accounts, so will launch in our showroom at the Empire State Building during NY Market in August. CMK will market via multiple channels.

MONJO: Anything else on Ghiro?

KELLY: Ghiro has a strong NOS [never out of stock] business which is driven by the dynamic seasonal fashion collections comprised of additional unique proprietary fabrics, plentiful laces and fashion colors.

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Published 07-28-2014 by Nick Monjo