Hunt for sexy swimmers is over
New Zealand Sports Merchandising, an Auckland based TCF group which produces and sells a majority of All Blacks and Super 14 licensed products, has secured the rights to a new female sportswear enterprise dubbed Lola.
Headed by Kiwi supermodel Rachel Hunter, the brand will offer a select range of mid-market apparel including swimwear, dresses, pants and tops.
Identifying Seafolly as her chief competitor in this category, Hunter said she was keen to venture into the market after a lifetime of modelling swimwear.
"It's something I should have done long ago; you can only model for so long. I wanted to use my swimwear modelling skills and experience in a way that would set me up for the long term."
Targeted at women aged over 23 years, the brand is split into four separate lines with a safari inspired 'Savannah' range, glamour queen 'Sophia', elegant 'Highlights from the debut collection include a bustier and ruffle set under the 'Sophia' line and a 70s inspired paisley set from 'Chloe'. Priced from $70 for tankinis to $170 for some one-piece designs, the range accommodates women sized 6 to 16 with flattering polyamide and elastane mix pieces and a smattering of suedette and high sheen fabrications.
Colours include white, greens, buttercup yellows, chilli pepper reds, mushroom browns and black. The line will be entirely manufactured by a Chinese company which produces leading international swimwear brands La Perla, XOXO and Christina.
While sales agents are still scouring both the Australian and New Zealand markets for stockists, owners hope the brand will land in independent specialist boutiques and department stores by August.
"We are focusing on making sure our swimwear is the best it can be before branching out," Hunter said. "But we have some gorgeous accessories up our sleeves for when we are ready."