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30 Mar

Hanky Panky Enters Swim Category

Hanky Panky, the premium underwear and lingerie brand, is entering the swimwear category this spring with its first collection.

The debut collection is comprised of six pieces that include two one-pieces, a bikini top and three bikini bottoms. The materials consist of one hundred pc recycled nylon that has four-way stretch.

The fabrics also feature Aqua Resist waterproof properties, Solar Guard 50+ to soak up UVB rays, and Dura Color to guard color from fading over time.

Some one-pieces from Hanky Panky Swim.

The gathering shall be sold at Hanky Panky’s two retail stores and hankypanky.com.

Made in Colombia, the road is inspired by garden parties and summer meadows. The initial collection shall be available in Moon Crystal (lavender), black and Botanical Treasures (a tropical pink floral). Retail prices range from $68 to $130, and the sizes span XS to XL.

Additional colorways, including Electric Rose (a shiny Millennial pink) and Watercolored (a shiny pink watercolor) shall be added later within the season. Recent silhouettes shall be added next yr.

The double fabric is nontransparent (even when wet) and provides higher support with a structured design. The ruching also allows the wearer to personalize to their individual silhouette and fit, while the adjustable elements might be tailored to how one moves.

In line with chief executive officer Brenda Berger, Hanky Panky has been in a position to construct brand awareness since it was in a position to put its underwear in ready-to-wear stores. She said the brand became very much related to denim because their thongs were good to wear with low-rise jeans.

Asked why now was the precise time to launch swimwear, Berger explained it was an extended time within the making they usually’ve spent 35 years constructing trust with the shopper. “Swimwear is commonly considered a natural extension of intimate apparel. We knew it was something our customers wanted, but we needed to get it right.”

She said they spent a whole lot of time doing fit, and translating what they’re good at, which is flattering fit and luxury. Their tag line is “Feel how comfortable sexy might be.” She said they took all of the components — fit, fabric, ethical sourcing and eco-friendly production — and put that product into the world.

The bottoms feature a thong bottom, which they’re known for, the v-silhouette, and a full coverage bikini bottom. The bra top is a classic triangle bikini top with ruffles underneath. Berger can be offering a one-piece that’s ruched and a wrap one-piece swimsuit.

“This swimwear is absolutely flattering. We feel that going to the pool or to the beach, you’ll be able to feel vulnerable. You really want to feel supported, that it’s going to remain in place and it’s going to maneuver together with your body. You get out of the water, and it won’t be sell-through,” Berger said.

She said they worked closely with their in-house designers and their partners in Colombia to develop the swimwear.

Asked whom she envisions as their customer for this collection, Berger said, “Our core customer is between 25 and 45, but it is a collection for all women.” She declined to offer a first-year sales projection.

In line with sources, Hanky Panky generates greater than $50 million in volume.

Berger said they’re offering a gift-with-purchase scrunchie ($12 retail value) made out of leftover swimsuit fabric. They’re made by a student of their manufacturing partner’s training program, which promotes education, training and skill development for ladies, while paying them to learn a trade.

Asked if there any recent categories Hanky Panky is considering, Berger said they’re taking it slowly. She said they did Hanky Panky sleepwear for holiday 2022 and can proceed that.

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