Wednesday, Mar 10, 2010    Text size: 

The major distribution agreement comes with high minimum guarantees and helps to further solidify Hustler’s penetration of the European markets, the company said.

“The Hustler name has special significance in Europe, where it's viewed as a luxury/lifestyle brand,” Hustler Lingerie President Elan Rofe said. “With the introduction of our brand-new collection, which offers even more affordable price points, retail sales will be huge. The folks at Violeta-Dominic are seasoned professionals, and everyone feels good about this agreement."

Last month, Hustler Lingerie inked an exclusive deal with U.K.-based Kevco to market the top-selling sexy lingerie brand in the U.K. and Ireland.

Last year, Electric Lingerie, which is owned by Rofe, signed an exclusive deal giving the company global rights to manufacture, market and distribute Hustler Lingerie for three and a half years with an additional one-and-a-half-year extension.

“Rofe has been running Hustler Lingerie since 2006, so the continuation of the license is a clear indication of how pleased Hustler is with our management, our product assortment, and our perpetual new product development,” Hustler Creative Director Wilson Kello told XBIZ.

Kello added that since the acquisition, the company has identified a customer base that gets exactly what it’s looking for and returns to the store again and again.

“We have taken our brand to international markets and the numbers have just been astonishing,” he said. “The product now has real intrinsic value, and in a way it markets itself — coincidentally, a Hustler Lingerie item just appeared in the New York Times.”

On New York Times’ T-Magazine blog, an image category titled “Catwalk or Catalog?” pairs expensive runway high fashion intimate apparel with more affordable options.

In the blog post, Hustler’s satin peekaboo bra and thong set ($30) is compared to a three-piece design by Kiki De Montparnasse priced at $495.