NEW YORK — Two years after her line dissolved at Kmart, Kathy Ireland is getting back into apparel with a new partner.
Her holding company, Kathy Ireland Worldwide, has teamed with Orioxi International, a Los Angeles-based apparel manufacturer and contractor, to launch ki by Orioxi for spring.
The collection is mostly knits, but includes a selection of denim and some activewear-inspired looks and fabrics, including stretch fleece, cotton and Lycra spandex.
Wholesale prices range from about $11.50 to $25. Young said many details of the distribution are still being determined, but the company is targeting better department stores, specialty chains, and resorts and spas.
The company has ambitious goals for the line, which Young said might reach sales of $100 million in five years.
The Kathy Ireland line at Kmart was one of the first celebrity fashion brands. Ireland formed her company in 1993, and had a large range of products at the discount chain, including bodywear, swimwear, intimate apparel and accessories. While she initially had the Kmart-exclusive deal, Ireland now partners with manufacturers for cobranded lines sold in a variety of stores. She has a range of home products, socks and a new jewelry collection, all produced under license. Her products have estimated retail sales of about $1 billion.
Young said Ireland is hands-on with the line’s design. Ireland could not be reached for comment, but said in a statement, “We celebrate the women who turn to us for solutions in apparel.”
The deal marks the first branded collection for Orioxi, which is based in Los Angeles and has offices in China. The 20-year-old company is primarily a contract manufacturer that makes products for companies such as VF Corp., Reebok, Puma and New Balance, Young said. Orioxi is selling the Kathy Ireland line out of a showroom at 1412 Broadway in Manhattan.
Orioxi has hired executives to oversee the brand. Tom Adams, who held sales positions at Nike and Pearl Izumi, is vice president of sales; Gayle Robbins, who most recently worked at spa line Sanctuwear, is design director, and Julie Cimpko, who has held design positions at Calvin Klein and other companies, is creative director.