XOXO Inks a Licensing Deal With Dreamwear Lingerie
Juniors and young contemporary clothing label XOXO is looking to outfit the teen girl at home in her PJs and underneath her XOXO outfit.
Global Brand Holdings, the owner of the trademark, signed a licensing deal with New York–based lingerie manufacturer Dreamwear Inc. The line, produced by Dreamwear, will include underwear, bras, related daywear and sleepwear items that are set to soft-launch for Holiday 2009. Retailer locations for the new XOXO lingerie line have yet to be confirmed, but they will likely have distribution channels similar to those of the clothing brand. XOXO is sold at stores such as Macy’s, Bon Ton, Belk and Dillard’s.
Dreamwear’s brands include Marilyn Monroe and plus size–focused lines Delta Burke and Body Form. Steven Nakash, executive vice president of licensing for Global Brand Holdings, said in a statement, “We are confident that Dreamwear will create a cohesive collection that is both modern and sexy and fits the sensibility of the XOXO young contemporary woman.” —Rhea Cortado
