(Filed Under wholesale Costume News). Houman Salem, former CEO of Forplay, is set to launch his new line called "Delicious."

The line will be introduced at the upcoming Halloween and Party Expo in Houston on January 24th through the 27th. Salem and his new sales team will begin writing orders for the costume collection at the show and will also introduce a collection of intimate apparel under the delicious brand name in the first quarter of 2009.

Delicious is a start-up company that is a separate division of Rubie's Costume Company. "We are a true start-up company with a highly entrepreneurial spirit and with the backing of Rubie's Costume Company, which provides us with tremendous resources and access to top national accounts," said Salem. "Because we are a separate division of Rubie's, we have total creative and management control over our brand coupled with Rubie's deep expertise in the Halloween industry, that's a winning combination."

According to Salem, Delicious is a highly differentiated brand. All costumes are inspired by New York fashion trends utilizing "quality fabrics and superior construction." He explained where some of the quality comes from: "I have been working with top designers from FIT and our pattern maker in the city also works with top designers such as Betsey Johnson, and that's pretty high-end," said Salem.

Salem joined Rubie's in August 2009 and has been teamed up with Mark Behar, former Leg Avenue NY sales manager, to launch Delicious. Delicious which will consist of not only sexy costumes, but also a wide variety of intimate fashion and apparel. Added Salem, "Working with Mark has been an absolute delight, he is not only creative, but he is extremely knowledgeable about the industry."

"One of our key product attributes will be our superior packaging, this will give us a significant competitive advantage in the industry." said Houman. "Our packaging will facilitate display ease of use, it will reduce theft, increase loss prevention, and it will offer a powerful visual display that will ultimately assist retailers and improve sell-through."

As we went to press, Salem was in the midst of a photo shoot with 55 costumes that have, to date, been designed and produced. "I don't think that's going to be the final number; we're going to land somewhere near 40 original styles, we did this inside of two months and I thinks that's pretty aggressive" he added. Delicious will start shipping Halloween 2009 products by late Summer 2009.

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Published 11-19-2008 by Bruna Fernandes