Tart Noir: Upscale Intimates
JD Fine & Co.’s newest division of Tart, Tart Noir, is aiming for the top. The Concord, Calif.–based company’s stable of brands covers nearly every market in the sleepwear and loungewear category. There is a volume-driven juniors line called Sweet Tart, a moderate-market line called Lemon Tart, and a better and contemporary market line called Tart Intimates. The company’s newest innerwear addition, Tart Noir, is targeted at better stores such as Bloomingdale’s, Saks Fifth Avenue and Barneys.
“It has a much more European feel to it,” said Jamie Finegold, owner and chief executive officer of JD Fine & Co. The hallmark of Sweet Tart, Lemon Tart and Tart Intimates is a casual knit loungewear that takes its cues from ready-to-wear trends.
For Tart Noir, Vice President of Design Lisa Black opts for lush fabrications and sophisticated styling. The bust on a silk chiffon baby doll is treated with “couture smocking” and tiny pearls at each smocking point. A simple romper with ruffle trim has a ladylike air in black stretch-silk charmeuse.
JD Fine & Co.’s contemporary sportswear line, Tart, has built the most brand recognition of all the Tart lines by staging runway shows at Mercedes-Benz Fashion Week at Smashbox Studios in Culver City, Calif., and hanging in high-profile shops including Neiman Marcus and Fred Segal. The line appeals to a wide-ranging—but still exclusive—clientele, Finegold said. “We say she’s from a sexy L.A. girl to a soccer mom,” he said. “But our soccer mom would be more like a Victoria Beckham.”
With Tart sportswear on a roll, Finegold hopes Tart Noir’s success will follow in its wake. “For stores like [Neiman Marcus] where we can say to that buyer, ’We’re [already] selling to you in ready-to-wear,’ it takes it from a cold call to kind of a warm call,” Finegold said.
Wholesale price points range from $50 to $90. For more information, call (925) 521-3315. —Rhea Cortado
