Honeydew Creates Exclusive Line for Madewell, Nordstrom
Chatsworth, Calif.–based lingerie brand Honeydew Intimates has struck a three-year deal to create an exclusive collection of bralettes and panties for Madewell, the nearly 50-store retail chain owned by J. Crew.
Launching with the Spring 2013 collection, the exclusive Honeydew collection will be sold in Madewell stores and online.
“It’s the perfect marriage of brands,” said Benny Zafrani, chief executive officer of Honeydew Apparel Group. “Our classic retro styling and laces really lend themselves to the quirky color that the Madewell customer loves. We have seen a spike in our bralette business since working with Madewell. They have a loyal customer that continues to buy their favorite item in every new color.”
Honeydew is also working on an exclusive loungewear collection for Nordstrom. Set to bow in April, Honeydew’s collection for Nordstrom will feature tunics, loungepants and coordinating T-shirts.—Alison A. Nieder
