Electric Lingerie Secures Licenses for Hustler for Men, Shoes

LAS VEGAS — Electric Lingerie has inked an exclusive deal to manufacture, market and distribute Hustler for men and Hustler shoes for women.

From the International Lingerie Show floor, Electric Lingerie owner Elan Rofe told XBIZ that both deals go into effect Oct. 1 and competitors should watch out.

“We have a very aggressive development and expansion plan that’s designed to consolidate the novelty and lingerie business within the next five years,” Rofe said. “We anticipate that weak competitors will lose market share - we’re doing our best to make it harder and harder on them.”

His plan also includes the launch of six more retail locations - bringing the total to 17 throughout China, that range from the high-end Ann Devine boutiques to BDSM shops, Rofe said.

The Hustler line of men’s apparel includes boxers, briefs, novelty underwear, wife beaters and under shirts. Hustler Shoes for women will feature a broad range of styles, including stripper heels, pumps, sandals, boots, flip flops, sneakers and rain boots.

“This is big news,” Rofe said from his booth shared with Hustler Toys that maintained a steady flow of visitors as Hustler Lingerie-clad models demonstrated the company’s latest additions, which included body stockings, nighties and a range of naughty schoolgirl bedroom costumes.