The business-to-business publication is scheduled to debut in Las Vegas at the International Lingerie Show in October, with Tony Lovett serving as publisher and editor.
The magazine will be published bi-monthly, alternating months with AVN’s Adult Novelty Business magazine.
“We attended a series of lingerie shows over the course of two years and saw a need for a publication that addressed this industry,” Lovett told XBIZ. “Intimate apparel was a part of our novelty publication with about a half dozen ads, but we felt it could expand and become its own publication.”
AVN plans on using its targeted mailing list to distribute the publication among store owners, buyers and distributors. Lovett predicts circulation will exceed 50,000 in the U.S. alone, within the year.
“The magazine will come in a tabloid format and look similar to our novelty publication, which was redesigned for the May issue,” Lovett said. “We’ll have a new managing editor coming on board and new writers.”
Planned sections of the magazine will include industry news, profiles, fashion previews, marketing advice, trade shows and a product showcase.
Lovett explained that the editorial focus will cover how intimate apparel businesses can stay up-to-date on intimate apparel products, lingerie products and business news.
“The focus is on lingerie, but we’re really looking at anything that’s sensual apparel,” Lovett said. “We won’t be covering Hanes per se, but both intimate apparel and outerwear you find in boutiques, malls and department stores.”
AVN plans on launching a digital paginated edition of the publication.
