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Joe’s Intimates, Newly Licensed, Now In Stores

(Filed Under wholesale Lingerie News). In late May, Onis Design Group signed a licensing agreement with Joe’s Jeans to produce a collection of intimates and loungewear under the Joe’s Intimates label. Holiday styles have already been delivered to stores.

In an exclusive interview with BODY, Onis CEO Jon Lewis recounted, “We were able to show at August market, Project, and Coterie while shipping on time for the Joe’s store launch at the end of October. We feel no one in the category could have accomplished what we have in such a short window.” He added that spring 2015 designs are on schedule for 1/25 delivery.

Onis itself opened in October 2013, but Lewis has worked in the intimate apparel and swim market for years, most recently at D2 Brands (a division of Delta Galil), and before that at Christina Swimwear. He also worked at Sara Lee and Warnaco earlier in his career.

“We have the license for all inner-wear categories,” Lewis explained, but added he is “focusing on bras, daywear, a multiple price pant program, and lounge.” There are “7-10 bra styles in the collection, 5-6 different daywear collections with three to five styles each, three fabrications in our multiple pant program with two to three styles in each, and an expansive loungewear collection.”

“Delicate unlined bras for spring are key components,” the CEO continued, “along with luxe fabrics in daywear featured in elegant camis and chemise. Loungewear key silhouettes are hoodies and lounge pants in luxe fabrics, then elegant lace, mesh, and chiffon in uniquely interpreted classic sleepwear styles as well.”

According to the Onis description, “The Holiday 2014 Collection offers lingerie in four different capsules: Natasha, Nadia, Ella, and Emma. Natasha features black European mesh lace and is sophisticated and romantic. Nadia features European lace in black, red, and pale grey for a flirty and feminine look. Ella is designed with a black mesh fabric and includes gorgeous eyelash lace, resulting in a modern yet delicate appearance. Emma features a super soft modal fabric and comes in black, white, heather grey, and a delicate floral print.”

Wholesale pricing in “The multiple price pant program is roughly $5, daywear ranges from $12-$30, bras $16-$28, and lounge $20-$45,” Lewis said. Retail prices in the “Multiple price pant program is $12 each, or 3 for $30. Daywear ranges from $26 to $68, bras $36 to $62, and lounge $42- $98. Bras are sized 32-36 A, B, C, D, CC with all other categories XS, S, M, L.” Fabrications include “European lace and mesh, luxe viscose, cotton micro modal, cotton spandex, along with other luxe fabrics like cashmere, etc.”

“By design, our first brick and mortar stores are for Joe’s Jeans stores this fall, along with their on line site,” said Lewis. “We will also be on line with Nordstrom and Von Maur for holiday, and then expanding to other retailers in spring 2015.” Joe’s operates 14 full price stores and 20 outlet stores located in several states across the U.S., with on in Canada.

Lewis told BODY he took the Joe’s license because “Their aesthetic is unique to the category and much needed. Contemporary is driving the business and there are few branded entities in our space that deliver on their look. The price/value is exceptional and our ability to shorten the development cycle allows us to give the buyers and consumers innovative, trend-relevant product.”

Looking ahead, Lewis is planning “An expanded line for Joe’s as we design for fall 2015,” and he added, “we are in negotiations for our next license in the contemporary space.”

Contact VP sales Gihan Gabor; (650) 888-6000.

more wholesale Lingerie News >>

Published 11-14-2014 by Nick Monjo

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Joe’s Intimates, Newly Licensed, Now In Stores

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