YMI Announces Lingerie License
Los Angeles–based juniors denim maker YMI has announced a lingerie licensing agreement with New York–based Madison Avenue Intimates, formerly MAF Inc. Under the new license, which is set to soft launch in spring 2011 with a full launch for the Fall/Back-to-School 2011 season, Madison Avenue Intimates will market a collection that will include bras, panties, camisoles, body suits, pajamas, robes, shower wraps and chemises.
The license is the first for Madison Avenue Intimates, which makes intimates for women, juniors and plus sizes. “That’s why we chose them,” said Deke Jamieson, YMI’s executive vice president of marketing and licensing. The collection—which the brand expects to sell through its current distribution channels of major department stores, specialty stores and independent retailers—will be affordably priced. “A bra and panty set will retail for $10 to $15,” Jamieson said. “We want both our retail customers and consumers to be pleasantly surprised when they see the price and quality of all our products,” said YMI President David Vered in a statement.
David Yazdi, manager of Madison Avenue Intimates, said his company will have a full YMI line ready for this February’s MAGIC Marketplace in Las Vegas with product available for shipment shortly thereafter.—Erin Barajas
