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Maidenform forays into swim market
13
May '11
Malibu Dream Girl announced its partnership with Maidenform, resulting in the launch of Maidenform Swimwear. This revolutionary new swimwear brand brings together the nation's top intimate apparel and swimwear manufacturers.

Maidenform's unrivaled expertise in fit solutions is complemented by Malibu Dream Girl's unparalleled design and swimwear quality. "We are excited to enter into this partnership with Malibu Dream Girl and look forward to extending our iconic Maidenform brand into the swimwear category," said Maurice Reznik, Chief Executive Officer of Maidenform Brands, Inc. "Malibu Dream Girl is an ideal partner and has a successful track record in the marketplace."

"We are confident that in working with Maidenform, we will be able to bring to the swim market the same innovation, fit and comfort that they're recognized for," adds Teresa DeBruno, VP of Merchandising. "Expanding Maidenform to the swim market is a compelling prospect."

The line, which debuted this month on Maidenform.com, features Maidenform's Custom Lift technologies and the lift and support functions from Maidenform's Lilyette bras. The Custom Lift utilizes the same innovative padding system that may be found in Maidenform's Custom Lift bra, ranked number one pushup bra in domestic department and national chain stores. This lift feature adjusts in size and shape as the cup size increases.

The Lift & Support fit mimics the same exact technology found in Maidenform's Lilyette bras, and is ideal for larger busts. The hidden sling panel brings side support to the chest, while adjusting to the size and shape of the wearer.

The Maidenform Swimwear 2011 collection is comprised of flatter-your-figure styling as well as vibrant prints and colorways. Tonal flowers and mod geometrics in bright blues and greens may be easily paired with any of the black or print coordinates. Bottom styles include a classic side-tie adjustable hi-waist, ruffled and classic skirtinis, boy shorts and a side-shirred hipster skirt. The mix and match possibilities are endless, with plenty of options for every body type.

Sizes offered in the Custom Lift fit are 34A-C; 36B-D; 38B-C. The Lift & Support fit is available in 34C-38DD. Bottoms are offered in S-XL.

Malibu Dream Girl Inc


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