(Filed Under wholesale Lingerie News). Grupo Espiral, the company behind that lingerie and the AM:PM resort, beach and swim label, is combining both into a single brand name: Mapalé. The first look at the new logo and company images will be the International Lingerie Show which opens Monday in Las Vegas.
“The metamorphosis of AM:PM and Espiral into Mapalé represents an exciting fusion of two legacies,” the company declared as it announced the change. “Mapalé will blend the majestic and colorful dynamic of AM:PM and the bold edgy sensuality brought by Espiral with the South Beach essence we are known for. The result is an updated brand that has evolved in order to better elevate a woman’s beauty in every moment of her life, including the most intimate ones. The Fall - Holiday - Valentines catalog will be the first to introduce Mapalé into the market with strength and versatility.”
Mapalé is a Colombian musical genre and dance, explained Angela Escobar, who with husband Pablo Tabon launched Espiral in 1998. “It is a very sexy dance from Colombia. Something that you dance at the beach. It’s heat, bodies dancing together, sweating, having a good time.”
Moving forward, she continued, the founders “did not want to be investing in two brands,” but rather focus all their efforts in building a single label. She added that the company “needed to evolve” and the new label would be “something refreshing.” Noting that “Fashion has changed a lot” since the company was launched, she said bringing the two brands together would “make them bolder, more up to date, edgier. Mapalé is fresh, fun, interesting. Mapalé is a great name to summarize everything.”
During a transition period the company will maintain a connection to the old labels, referring to them as “Mapalé by Espiral” or “Mapalé by AM:PM,” but eventually only the new name will be used.
The Espiral announcement explained, “This revolutionary new brand is infused with dynamic colors and textures that will exalt the sensuality of every woman during any part of her day. Mapalé will offer a variety of lines that cover the needs of every woman’s lifestyle and are represented by two main categories: resort (swimwear, cover-ups, sundresses) and nightwear (clubwear, dresses, lingerie, fantasy wear and ravewear). The company’s newest catalog can be requested at 800 402-0012.
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