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Sensual to distribute PEI's Rafaella intimates in US
19
Feb '15
The American sportswear and casualwear designer, distributor and licensor Perry Ellis International (PEI) has signed a license agreement with Sensual, Inc., a division of USA Apparel Group, granting rights to design and distribute intimates under the former’s Rafaella brand in US and Canada.

According to the new deal, the USA Apparel Group’s NYC-based lingerie division will create lingerie, sleepwear, loungewear and shapewear pieces enhanced with the signature sophisticated prints, colours and details of the womenswear label, known for its ‘perfect fitting pants’.

Sensual’s president Izak Souid expressed his feelings on the new agreement in a statement, “We are thrilled with this new licensing opportunity as we feel that Rafaella’s commitment and expertise in delivering great fit to its consumers for many years will now extend to our innerwear and shapewear products and expand into our modern intimates and sleepwear offerings.”

Commenting on the new contract, Oscar Feldenkreis, president and chief operating officer of PEI, also stated, “We welcome Sensual’s partnership to enhance our portfolio, and are delighted with the potential this collaboration offers in bringing further expansion to our overall global reach.”

“The success and global reach of Rafaella brand is driven by our capability to offer sophisticated lifestyle styling that appeals to a wide-range of women across our many product offerings,” he added.

The Rafaella intimates will be rolled out with a planned distribution launch in leading department and lingerie stores as well as through targeted intimate apparel e-commerce channels. (PB)

Fibre2fashion News Desk - India

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