Raj Picks Up Hilfiger Swim
Raj Manufacturing Inc. obtained the women’s swimwear license for Tommy Hilfiger Corp., adding another prominent lifestyle brand to its licensing portfolio, which already includes O’Neill, St. John Swimwear and Guess Swimwear.
Financial terms were not disclosed.
Raj Manufacturing, based in Tustin, Calif., said the first swimwear collection that it will develop, make and distribute for New York’s Hilfiger will bow in Spring 2006. “It complements the brand portfolio that we have,” said Alex Bhathal, who is executive vice president and the son of the company’s founding chairman and chief executive officer, Raj.
Bhathal said one of Raj Manufacturing’s strengths is its ability to incorporate sportswear and branding looks into swimwear. For instance, with the O’Neill line, he said the company can interpret the color story, prints and overall trend direction from the sportswear into a trendy swimsuit that not only fits and attracts the same customer that buys the sportswear but also is good swimwear on its own merit.
Bhathal said that, in the case of the Hilfiger license, Raj Manufacturing plans to simultaneously grow the retail accounts that are currently established and concentrate on specialty swimwear shops and boutiques that presently do not carry the Hilfiger line. He also said the company wants to refocus on better department stores.
Hilfiger began licensing its swimwear business in 2001. It recently ended its licensing agreement with Jantzen Inc., which is owned by Miami’s Perry Ellis International Inc.The multi-year license will cover the United States, Canada and the Caribbean. Bhathal said Raj Manufacturing will be selectively looking at international markets.
Styles will include bikinis, one-piece swimsuits, coverups and beachwear. The misses line will wholesale from $38 to $58 for one-piece swimsuits and from $18 to $29 for separates. Juniors separates will wholesale from $18 to $26; there will be no one-piece items for juniors.
Bhathal said the Hilfiger license will not represent the largest business for Raj Manufacturing. He noted that the division that encompasses Athena Pick Your Fit and Next by Athena is the largest at the privately owned company, which has 400 employees. He declined to disclose wholesale volume.
Raj Manufacturing also holds licenses for Guess Collection and Beach Lingo and produces private-label swimwear.—Khanh T.L. Tran
