Bonjour expands into men's wear - Bonjour International Ltd

Discount Store News, Feb 12, 1990

Bonjour Expands Into Men's Wear

NEW YORK -- Bonjour International, a major brand in both women's and children's wear, has expanded into the men's wear business.

The jeanswear manufacturer unveiled its new line of licensed jeans, sportswear and accessories for men's and boys' this month during market week. Linda Elton, director of advertising and licensing, commented that the line is designed to sell at popular price points in mass market, discount and specialty stores.

Available are both basic and fashion jeanswear for men's (sizes 28 to 42) and boys' (sizes 8 to 18). Also included in the line are knit and woven shirts, sweaters, hosiery, underwear and neckwear for men and boys, and boys' outerwear and dress slacks.

Bonjour small leather goods, athletic and casual footwear, watchwear, sunglasses, and luggage, attaches and portfolios for men and boys are also available.

"Our objective now will be to become the top brand in the men's market by using our recognized name and product philosophy with this team of distinguished men's wear manufacturers," said Charles Dayan, president.

Licensees for 1990 include: * Big Yank Corp. for jeanswear; * Harper Industries for knit and woven shirts; * Dunrite boys' dress slacks; * Triangle Sportswear for sweaters; * M&L International for boys' outerwear; * Brown Wooten Mills hosiery; * Kamlon underwear; * Superba neckwear; * Bagland small leather goods; * BBC International athletic and casual footwear; * Nelsonic Industries watchwear; * Solar-Mates sunglasses; * Universal Trav-ler luggage and attaches.

Bonjour is currently negotiating with other manufacturers to round out the men's wear division.

Elton told DSN that the new men's wear line has been received "incredibly well" by retailers so far. "The men's sweater division is tearing up the territory," she said. All licensees have worked closely with Bonjour and take direction from the company for both styling and color.

Product should begin to appear on retailer shelves in time for the back-to-school season.

Noting that both upscale and discount retailers are "coming back to brands," Elton added that promotions for the line will include both national and trade advertising campaigns, point-of-sale support and merchandising programs.

The national consumer advertising campaign, expected to premier in March, will reflect Bonjour's avant-garde image.