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Felina Launches Piege

(Filed Under wholesale Lingerie News). Chatsworth, Calif.-based Felina Lingerie hopes to attract higher-end retailers with a new European-inspired brand with a higher price point.

Piege will be made of all European fabrics, laces and embroideries. It will target upscale specialty boutiques and department stores like Nordstrom, Saks Fifth Avenue and Bloomingdale's, which currently do not carry Felina product, and will launch for fall 2009.

Vice president of sales John Adams said there was an opportunity for a European-designed line at a more affordable price point, especially given the current economy. Piège bras will retail from the high $60s to low $80s, which is higher than Felina's more moderate brands Felina and Jezebel but lower than many other European brands.

"We felt like there was an opportunity for better European-inspired product in the $60-$80 bra price range, because with the exchange rate for the Euro, many European lines have had their prices jump significantly, and this has affected some retailers in today's economy." Adams said. "Some retailers feel there is a definite opportunity for this type of product at this price point. It's something that's great for Felina and great for retailers, too."

The company is targeting 100-150 key accounts and 350-400 specialty stores for its launch, a more limited distribution than its other brands, Adams said. Attendees previewing the line at August market included Nordstrom, Saks, Bloomingdale's, Von Maur and Intimacy, a specialty boutique with six stores across the country. Advertising efforts, to roll out next fall, will include four print ads in consumer magazines.

Piege will be designed in France and will consist of five groups: three groups of ongoing basics and two groups of fashion pieces. Styles will include contours, push-up bras, balconette bras and unlined bras for sizes 32-38 DD, as well as coordinating panties. Colors will include body tones and black, as well as seasonal fashion colors.

Like the festive Jezebel and Felina, Piege will also feature some specialty pieces, like a waist-cincher thong, a waist-cincher with removable garters and a skirt, which Adams said has been very successful in Felina's other lines.

Adams did express some concern about the success of the new line in the conservative economy. But he said he's counting on the quality of the product and the appeal of its price point to ensure good sales.

"It's a little scary in this environment, but hopefully the economy and things will get better, and we're forging ahead regardless," he said. "It comes down to newness; it always, always comes down to product, to filling a niche and a need, and to creating a reason for the customer to shop. Then you're going to be successful."

In other company news, Felina has hired Liz Alvarez as its new regional manager for the Northeast. Alvarez comes to Felina from Wacoal's DKNY division. She will directly handle business with Macy's for the Felina, Jezebel and Paramour brands, as well as oversee all of Felina's New York-based accounts.

"She does a great job," Adams said. "She's very well respected in the Northeast and she's very knowledgeable."

For more information, call (800) 272-4800 or visit

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Published 10-30-2008 by Raquel Christie

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Felina Launches Piege

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