LOS ANGELES — Intimates resource Biatta is launching a vintage-inspired contemporary-priced line called Bella Noire by Biatta for fall 2011. The collection, which will retail for $20 to $120, is positioned for the higher end of department stores and the opening price point for specialty stores.
Bella Noire comprises innerwear pieces that can be layered under sportswear and items that can be worn outside of the house. Silhouettes include bras, panties, bloomers, rompers, leggings, cropped, wrap or blouson tube tops and kimonos.
Fabrications feature a variety of silks, including stretch silk, chiffon and georgette, Modal, stretch lace, and bamboo-blend jersey. Colors range from contrasting solids such as dark gray chiffon with yellow stretch lace trim, to paint-splatter prints and feather motifs.
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There are eight groups in the first collection comprising eight pieces each. The first delivery is scheduled for June 25.
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“We’re reacting to our demographic, seeing interest pique with other options, and we’re trying to provide what’s missing,” said Amy Berliner, chief operating officer of Biatta. Pieces such as the stretch lace leggings, tops and kimonos are a first for the company, which is known for its mesh and stretch lace bras and panties.
The 16-year-old Los Angeles-based firm, which has annual sales volume of $20 million, also has two brands under its umbrella — its opening price point collection called Biatta Intimates, which includes a junior and a plus-size line, and B Sexy by Biatta, a line of novelty items such as corsets for specialty stores. Biatta Bridal is in the works for fall 2011, and next year the company also plans to launch an activewear line called B Active.
“A lot of people wonder why launch a line when the economy is down, but our demographic has always been a moderate or mass price point, and if you are going to do something new, it should be affordable,” said Berliner, who projects first-year sales for Bella Noire will be $2 million.