In an attempt to cater to younger, more fashion-aware shoppers, Lane Bryant launched a line of T-shirts and bags designed by Isabel and Ruben Toledo. The design team is best known for designing First Lady Michelle Obama's inauguration outfit in 2009.
In a pitch to investors, Ascena Retail Group (Nasdaq:ASNA), which acquired Lane Bryant last year for $890 million, said Lane Bryant had become somewhat stale and was overly focused on older consumers.
The T-shifts and bags will be in Lane Bryant's 800 or so stores in time for the holiday season, and then the retailer will launch a wider collection of clothes and accessories this spring.
"We're looking together at all product categories and nothing is being ruled out as a possibility for inclusion down the road. This is a big deal for us and we're treating it in that manner in every way we can," Lane Bryant's CEO Linda Heasley said in a company statement on The Wall Street Journal's website.
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