Home / Knowledge / News / Apparel/Garments / Houman Salem set to launch delicious Sexywear line
Houman Salem set to launch delicious Sexywear line
05
Feb '09
Houman Salem, former CEO of Forplay, is set to launch his new line called delicious Sexywear. The new line was introduced at the 2009 "Halloween & Party Expo" in Houston on January 24th through the 27th. Salem and his new team met with some of the world's largest retail store chains as well as with hundreds of independent retailers and specialty stores.

"We began writing orders for the costume collection at the Expo and will also introduce a collection of intimate apparel under the delicious Sexywear brand name by the end of 2009," commented Salem.

delicious Sexywear is a start-up company that is a stand-alone division of Rubie's Costume Company, Inc. (the world's largest Halloween and Masquerade products manufacturer). "We are a true start-up company with a highly entrepreneurial spirit and with the backing of Rubie's Costume Company, which provides us with tremendous resources and access to top national accounts," said Salem.

"Because we are a separate division of Rubie's, we have total creative and management control over our brand coupled with Rubie's deep expertise in Costume industry, that's a winning combination."

According to Salem, delicious Sexywear is a highly differentiated brand. All costumes are inspired by New York fashion trends utilizing "quality fabrics and superior construction." He explained where some of the quality comes from: "I have been working with top designers in New York from FIT to Parsons, our production samples were manufactured in Manhattan by the same people who produce samples for designer Betsey Johnson, and that's pretty high-end," said Salem.

Salem joined Rubie's in August 2009, after nearly two years of courting, and given the opportunity to develop a new company under the Rubie's umbrella to effectively capitalize on the growing demand for "sexy" costumes and intimate apparel for the 20-something consumer market. "This is a highly active buying group," said Salem. "They have a different set of needs and demands when it comes to retail shopping; they are ultimately looking for satisfaction in their overall purchasing decisions and that means better quality at affordable prices."

Among the many attributes that makes delicious Sexywear unique is its highly differentiated product packaging. The company sells all its "sexy" costumes in a multi-functional round package which creates a compelling visual presentation when displayed inside the retail environment. The company strongly believes that its packaging will facilitate sell-through and help create an "n-demand" brand. "The delicious Sexywear packaging is the most innovative I've seen in my 20+ years in this industry," commented Todd Kenig, owner of New York-based powerhouse RICKY"S NYC retail stores.

delicious Sexywear will give a sneak preview of it intimates collection at the International Lingerie Show in Las Vegas, April 20th through the 22nd.

Delicious Sexywear of New York isa division of Rubie's Costume Company and a designer and manufacturer of sexy costumes and intimate apparel. The company specializes in New York inspired fashion and apparel targeting modern and trendy women who radiate self-confidence, individualism, and style.

Rubie's Costume Company, Inc. is the largest Halloween and Masquerade products manufacturer and distributor in the world. The company owns worldwide exclusive licenses from some of Hollywood's leading entertainment companies (including Warner Bros., DC Comics, Fox Films NBC/Universal, DreamWorks, and Paramount Pictures).

Rubie's Costume Company Inc

Must ReadView All

Apparel/Garments | On 28th May 2017

Over 45% US retailers to use AI in next 3 years: Report

Over 45 per cent retailers in the US plan to utilise artificial...

Neelesh Hundekari speaking at the event. Courtesy: Subir Ghosh

Textiles | On 27th May 2017

Fabric of Change initiative announces €250000 scaling fund

The Fabric of Change initiative of Ashoka and the C&A Foundation is...

Apparel/Garments | On 28th May 2017

Naked Brand, Bendon sign agreement to reorganise

Naked Brand Group, a fashion and lifestyle brand, and Bendon Limited, ...

Interviews View All

Prabu Mohanram
Balavigna Weaving Mills Pvt Ltd

The biggest challenge that the weaving industry faces is high price

C Kamatchisundaram
Voltas

ITME is an occasion not only to receive new leads but also to work on...

Mandeep Nagi
Shades of India

Women value something that is unique and has a flavour of India

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
May 2017

May 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search