California Apparel News

New York–based Carole Hochman Design Group is staking a permanent presence on the West Coast and has struck a deal with independent sales representative Jennie Nielsen to carry the torch.

Carole Hochman will join the lineup of Nielsen’s current brands, including Ravage, Barbara, Cotton Club, I.D. Sarrieri and Fashion Forms, in her showroom at the Gerry Building in Los Angeles. Now, Nielsen will also handle the West Coast accounts for a selection of lines under the Carole Hochman Design Group umbrella, including OnGossamer, Betsey Johnson Intimates, Carole Hochman Designs, Oscar de la Renta’s Pink Label and Signature Label, Lauren by Ralph Lauren and Stan Herman.

Nielsen was adopted into the Carole Hochman family as the West Coast sales representative for the Miamibased lingerie line OnGossamer. When Carole Hochman acquired the line in April, Nielsen and Carole Hochman decided to use the shared relationship as an opportunity to grow both of their businesses.

“Now we can make a major statement on the West Coast with one of the leading design houses in the country in the intimates world by having a corporate West Coast office,” said Jeffrey Clair, vice president of new business development for Carole Hochman.

Previously, sales representatives from Carole Hochman rented temporary space during market weeks to show the lines. Clair added that the permanent showroom space would allow for more continuous business and offer buyers a place where they could pick up a diverse mix of Carole Hochman’s products under one roof.

Both parties agree that the permanent showroom allows for more attention to be focused on the growth of the lingerie business—specialty stores.

“The specialty store boutique business is an integral part of our strategic growth,” Clair said. “Although there has been a tremendous consolidation in the department store world, customers are looking for points of differentiation, different product, and we really feel that many of our competitors overlook that business, and we in fact are increasing our emphasis on that business.”

The Carole Hochman Design Group showroom, which officially opens in August for the Los Angeles Market Week, is next door to Nielsen’s showroom. The two rooms have separate window displays and entrances, but are connected by an open door on the shared wall.

Nielsen is upbeat about the grand opening and building relationships with Carole Hochman’s current clients. She added that the large windows and friendly atmosphere of the lingerie floor in the Gerry Building help buyers linger in the showroom for more time to shoot the breeze and write orders.

“I have had consistently a 20 to 30 percent increase [in business] every single market since I moved over to this building,” Nielsen said. “I expect to have at least that if not more.”

For more information, contact the Jennie Nielsen Showroom in the Gerry Building, Suites 504 and 506, at (213) 489-3310. —Rhea Cortado