NEW YORK — New Cookie Corp. is relaunching the label Ellen Figg, which has been dormant since the mid-Nineties, as a new moderate sportswear division.
The line, which will be introduced for spring, will focus on career and casual separates that wholesale for $15 to $27.50.
“Today the line is much more key-item driven,” said New Cookie president Barry Cohen. “Before, the look was more collection-oriented, and the product got soft. It is not a collection mentality anymore, stores don’t buy that way now.”
The reincarnated line has a new design team and showroom. It is geared to department stores, specialty stores and catalogues, and Cohen said he will not guarantee margins. Cohen projects first-year wholesale volume at $2 million.
New Cookie — formally Ellen Figg Inc. — is a 25-year-old New York-based private sportswear manufacturer that also owns the better label Brooke Coleman, which does more than $20 million in wholesale volume, according to Cohen.
The original Ellen Figg line began in 1981 and was sold for more than a decade before being pulled in the mid-Nineties.