The Iconix Brand Group has lined up yet another licensing deal for its Badgley Mischka label: lingerie with Ariela-Alpha International.
So far this year, Badgley Mischka has launched licensed eyewear, handbags and cold-weather accessories lines, along with its first fragrance. The company is also introducing bridge sportswear, shoes, wedding gowns and bridesmaid dresses through other licensing agreements.
Getting into the intimate apparel business was not such a stretch for the design duo of Mark Badgley and James Mischka, considering how many women at trunk shows have asked them, “‘What bra do I wear with my dress?’” Badgley said. In addition, beautiful necklines, décolleté and corsetry are important elements of their eveningwear, he noted.
“Believe it or not, lingerie was one of the first categories we talked about doing. It’s such a natural extension of what we do,” Badgley said. “Our customer really appreciates luxury as underpinnings and foundations. That’s always been an important [design] element for us.”
Badgley Mischka’s signature embroidery will also be found on its lingerie — the same specialists who embellish the eveningwear will be doing the same for the lingerie. Both collections will be color coordinated for fall 2007. Badgley Mischka’s more discriminating customers will be able to special order one-of-a-kind pieces with additional beading, embroidery and jewels. The extra dose of luxury will carry heftier price tags, with some pieces retailing for well over $1,000.
The lingerie collection will bow at the Lingerie Americas trade show and will ship to about 30 better specialty stores and top-tier department stores for fall-holiday 2007. Retail prices will range from $60 to $150 for bottoms, including bikinis, thongs and tap pants, and bras and sleepwear both from $300 to $500.
The sleepwear may include “modern little slipdresses” that can be worn as apparel or peeking out from under a sundress, Badgley said.
Ariela Balk, chief executive officer and president of Ariela, said, “Mark and James are two extremely talented designers. Every dress they design is a work of art. The idea for the lingerie was to design beautiful pieces that also make women look good in their clothes.”
First-year projected wholesale volume should range between $3 million and $5 million, Balk said.
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David Conn, executive vice president of the Iconix Brand Group, said, “The plan is to start small with very high-end stores and slowly expand the business.”
Lingerie has been an important part of the Iconix Brand Group’s expansion plan. The company has 80 licensees, and all of its eight brands have intimate apparel, excluding London Fog, which it expects to officially acquire Monday. In addition to Badgley Mischka, Iconix owns Mudd, Candies, Rampage, Bongo and Joe Boxer. An acquisition of Mossimo is pending.