NEW YORK — Sara Lee Branded Apparel has opened a state-of-the-art design and research center on East 34th Street here for its activewear business.
The 13,000-square-foot location is the new nerve center for Champion and the Champion C9 line sold at Target stores, as well as apparel from Just My Size and Hanes. All of those labels are part of the company’s branded apparel division, which also includes intimate apparel and hosiery brands L’eggs, Wonderbra, Playtex and Bali, that is being spun off later this year and will then be known as HanesBrands Inc.
“This design center allows us to take advantage of all the key talents that are working on our different brands,” said Ned Munroe, vice president and creative director of Champion Athleticwear. “The company is thinking more globally across brands, rather than just about each individual brand.”
The center houses all the activewear design and merchandising teams, and includes a high-tech multimedia room that is used to develop point-of-sale signage and ancillary materials for the brands, as well as computer programs to show retailers how to implement those materials onto their store floors. The design center has a creative services library that highlights color palettes for the coming seasons. Previously, the company’s design facilities were in different locations — some in South Carolina and some in New York — said a company spokeswoman.
While Sara Lee Branded Apparel is best known for its intimate apparel and hosiery, activewear is a key and growing part of the business, Munroe said. The company doesn’t break out sales of activewear, but in the second quarter ended Dec. 31, the branded apparel unit posted sales of $1.18 billion. Sara Lee Corp.’s sales in the quarter were $4.45 billion.
Hanes is the division’s largest brand, and is sold in a variety of department stores and discount chains, including Kohl’s, Goody’s and Academy Sports & Outdoors. Champion, known for its sports bras and athleticwear, is sold in sporting goods stores and department stores, while Just My Size, a moderate line, is available in mass stores such a Kmart, Target and Shopko.
The spin-off of the branded business is expected to be completed by September. Earlier this month, Sara Lee completed the sale of its European branded apparel business to Sun Capital Partners for $100 million in cash.
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Champion held an event earlier this month to showcase its newest collection, 02Cool, which includes a full line of sports bras, bodywear and outerwear that will begin hitting stores this summer. Some items have mesh vented panels to keep the wearer cool and dry, while other pieces have an antimicrobial finish to inhibit bacterial odors, and some items are made of a seamless construction. The line carries suggested retail prices of about $24 for T-shirts to $45 for a stretch woven jacket.