French lingerie label Lejaby will be renamed La Maison Lejaby for spring.
The new name will reflect an “enhanced sophisticated image and the elegant direction the new team will be taking,” said a spokesman. The La Maison Lejaby name will appear on all labels, hangtags, point-of-sale materials and advertising campaigns.
“Not only will there be the basic Lejaby styles as well as an updated Nuage group, there will also be exciting fashion. La Maison Lejaby will be adding some new full-fit bras under the name of Elixir with the special comfort that Lejaby is known for,” said the spokesman. He added the brand’s first luxury label, La Maison Lejaby Couture, will also be introduced. The Elixir line of bras for fuller figures will be sized up to an H cup.
Related Articles
La Maison Lejaby will open its new showroom in Paris at 4 Rue Royale in early July. Three runway fashion shows will be staged at the new venue on July 6, beginning with an 11:30 a.m. show, followed by 2:30 p.m. and 5:30 p.m. sessions. Between 40 and 45 lingerie sets will be showcased.
You May Also Like
The fashion shows will precede the Mode City trade fair, which is scheduled for July 7 to 9 at the Porte de Versailles.
Further details about the relaunch were not available.
After Lejaby was placed in liquidation on Dec. 22, a commercial court in Lyon approved a takeover of the company by a consortium led by former La Perla chief executive officer Alain Prost, Tunisian lingerie manufacturer Isalys and Christian Bugnon, the son of a former ceo of Lejaby.
Its plan involved the closure of the Yssingeaux facility in Rillieux, outside Lyon, the company’s last in France, and 93 layoffs there, with production outsourced to Tunisia.
Lejaby SAS had revenues of 52 million euros, or $66 million, in the 12 months ended Jan. 31, 2011, down 9 percent compared with the prior-year period.
In addition to Elixir and the upcoming La Maison Lejaby and La Maison Lejaby Couture names in intimate apparel, the company manufactures the Rasurel swimwear brands, and also holds the Nina Ricci and Christian Lacroix lingerie licenses.