(Filed Under wholesale Sleepwear News). In a second try in two years, Perry Ellis International, Inc. has entered into a licensing agreement with Undergirl under which that company will “design and distribute intimates including shape-wear, sleepwear, loungewear and robes under the Laundry by Shelli Segal brand in the United States and Canada.”
Undergirl (a division of Underboss Productions, LLC) plans to launch the Laundry by Shelli Segal intimates collection in “better department stores” and such online stores as barenecessities.com and figleaves.com, in Fall 2015.
In August 2012, PEI Licensing, a subsidiary of Perry Ellis International, had announced it licensed Laundry by Shelli Segal to Vayola, a division of The Kersheh Group, “to design, manufacture and distribute sleepwear, robes and loungewear.” The expectation then was that product would launch “for the fall 2013 season and be available within current Laundry by Shelli Segal channels of distribution, such as Neiman Marcus, Saks, Nordstrom and Lord & Taylor.” Kersheh recently exited that deal, according to a source close to the situation, allowing the Undergirl agreement to move forward.
“The success of the Laundry brand is driven by our capability to offer sophisticated styling across our product offerings. We welcome Undergirl’s partnership to enhance the brand’s lifestyle portfolio, and are delighted with the potential this collaboration offers in bringing further expansion to our global reach,” declared Oscar Feldenkreis, president and chief operating officer of PEI, in announcing the new agreement.
“After many years of focusing on organic growth, Undergirl has recently collaborated with leading entertainment properties such as Warner Bros, 20th Century Fox and Live Nation. We are excited to add such a modern, lively, fashion-forward brand like Laundry by Shelli Segal as a part of our expanding, sophisticated and contemporary Intimates and Sleepwear offerings,” remarked Undergirl’s Creative Director, David Cohen.
Founded in 1996, Undergirl has expanded its licensed offerings in recent years. Brands include DC Comics, Sesame Street, Deadmaus, Ghostbusters, My Little Pony, Looney Tunes and Scooby Doo.
Other labels include Underboss underwear for men, Scaredy-Kat, Backseat by Undergirl, Kid-Wonder and Side A Boxers
The underwear is carried by a wide range of retailers including such stores as Urban Outfitters, Hot Topic, Think Geek, Spencer’s and Patricia Field.
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