(Filed Under wholesale Lingerie News). Hop Lun, the producer behind such brands as 6ixty 8ight, Scandale and Marie Meili, as well as a huge private label lingerie and swimwear operation, has great expectations in the U.S. market for its latest brand acquisition, Dorina.
That brand, an extensive collection of some 300 items, including “high quality, affordable” foundations, nursing bras, sports bras and swimwear, was launched by industry giant Triumph in 1968 and acquired by Hop Lun at the start of 2016. Hop Lun itself has become a leading supplier to the industry since its founding in 1992, claiming, for example, on its Linkedin page, to employ 28,000 people around the world in the production of lingerie and swimwear.
“Dorina is brand new to the U.S. and is getting great feedback already!” Marina Bekker, sales manager, told BODY. “We are currently sold in Meijer, Fred Meyer, JCP (dot com but moving to brick and mortar hopefully soon), and Zulily. With a handful of interested big box and department store buyers who are currently working on getting us on their floor.”
In a Dorina “brand book” supplied by Bekker, “regular” bras are described as retailing for “€10-20” (about $10.75 to $21.50 at current exchange rates), “curves” bras, “€17-25,” (about $18.27 to $26.87) and “all bottoms, €7-12,” (about $7.53 to $12.90). She added that most of the line is selling for “about $16-24 with a bit higher on plus.”
Under Triumph the brand was sold “Europe wide. It was sold in the Middle East and Israel, as well. It is now rolling out worldwide,” said Bekker. In the brand book the Dorina customer is described thusly: “She’s 30+ and wants lingerie that’s reliable; She wants appealing lingerie that’s affordable.”
According to Bekker, a key selling point for Dorina is that most of the collection is part of a never out of stock program “so you can place orders year round and it’d [be] delivered within 10 days! We offer both missy and plus in bra and panties (of all silhouettes), sleepwear, shapewear, nursing, minimizers, comfort, sports bras, active wear, swimwear, and cover ups. All with both trendy and fashion oriented collections, tested and perfected fit, and a big heart. We want to make sure that every woman finds herself feeling not only comfortable but beautiful, as well, in her lingerie.”
“Hop Lun is very dedicated to Dorina as it’s newest brand. Being the apple of Hop Lun’s eye, Dorina is backed significantly financially and emotionally as well as being given the best design and marketing team J,” the sales manager wrote in an email response the questions. “We had a great roll out as a wholesale brand at this stage, into multi-branded retailers as well as ecomm, and are planning to grow exponentially especially since we offer our never out of stock program – an entire catalog of styles that I house right here in L.A. and will be replenished weekly so that buyers, big or small, can order in season without minimums.”
“We are targeting multi branded retailers like JCP, Kohl’s, Amazon. Mass market is our goal, however we do have many boutique and small chains that love our product and are seeing healthy sell throughs – so can’t help but to come back for more.”
While Hop Lun has used its brands to drive private label programs in the U.S. in the past, Bekker insisted, “No private label solution at the moment. We feel the brand offers a lot as a stand alone: an impressive selection of style, quality, fit, functionality all at a great price. For every age, shape and style.”
Asked about the relationship between Marie Meili, a brand that has long been in the Hop Lun stable, and Dorina, the sales manager replied, “It was a merge – Dorina represented this amazing fit, quality and functionality but wanted to only be a basic. Marie Meili is a Paris/ France inspired brand with very beautiful and trendy designs, lace, silhouettes. However it was lacking in all the things Dorina had. We blended the expertise of Dorina of fit and functionality, and merged it with the vision of Marie Meili, backed with the support of the giant that is Hop Lun. This helps us to offer such a variety, all under the same notion that ‘We fit your world.’ Every woman – no matter age, shape, race, size- wants the same thing : beauty, comfort, function, style, affordability, quality. Dorina provides all.” Contact Bekker at (212) 219-2210 or firstname.lastname@example.org. — NM
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