Delusional
Kandy Kiss is moving a step into the “more done up” direction for its new juniors line, Delusional. The nearly 30-year-old company also produces the juniors line Faith Love Passion, the misses brand Joei & I, and kids lines Kandy Kiss and Zoey Girl. Kandy Kiss also counts Target as one of its private-label clients and produces clothing for its misses, juniors, kids, toddler, plus-size and maternity categories.
Mauricio Betancur, president of Kandy Kiss, said the new Delusional line diversifies the company’s product offerings.
“We decided to launch the Delusional line to mainstream markets to cater to the trendier customer,” Betancur said.Product-development orders with major retailers range from 100,000- to 500,000-unit orders. Delusional’s orders will range from 10,000- to 20,000-unit programs, Betancur said. “This will give us an edge on trends, which will help us grow our product development, as well.”
Delusional is more liberal with design details and is made using “higher-end” domestic-printing resources and domestic trims. The trend-driven line includes woven cotton blouses, lace bustier-inspired tops, knits, layering shrugs and dresses.
Wholesale price points range from $8 to $10 for tops and $10 to $15 for dresses.
Barbara Fields, a trend forecaster for the juniors market, remembers when Betancur and Joey Avino, national sales representative for Delusional, worked together at California Concepts nearly 10 years ago. “You have a major team of very talented people that are buff and slick and talk the talk, walk the walk [and] are extremely well-connected with the right players,” Fields said.Kandy Kiss operates its $200 million business out of a 70,000-square-foot corporate warehouse in Sylmar, Calif., and also has offices in China. Delusional has been sold to Belks stores, Nordstrom, Federated stores, Cato stores in the Midwest and Anchor Blue stores.
For more information, contact the corporate office at (818) 833-6360 or the New York showroom at (212) 730-8105. —Rhea Cortado
