Naturana will develop, produce and distribute JOOP! Women’s Bodywear & Loungewear from AW19. With the signing of the licensing partnership, JOOP! is entering the women’s bodywear and loungewear sector and is further expanding the brand’s licensing business. Under the licensing agreement Naturana will exclusively produce and distribute JOOP! bodywear and loungewear for women.
“With Naturana, JOOP! has found an experienced partner whose expertise will enable us to make forays into a new sector – a high-quality and modern bodywear and loungewear range for the JOOP! woman. By expanding our product range with the Women’s Bodywear and Loungewear licence, we are able to place a greater focus on JOOP! Womenswear. The repositioning of JOOP! Womenswear is our next big, creative challenge. We are planning the relaunch of the womenswear collection in autumn/winter 2020,” explains Thorsten Stiebing, Managing Brand Director at JOOP!.
“Naturana is proud of its 101 year history and we have positioned ourselves on the market as a specialist for lingerie and beachwear through a continuous drive to innovate and never stand still. We are very happy to work with JOOP! on using this expertise in an innovative and modern bodywear and loungewear collection,” says Fabian Engster, member of the board of management at Naturana.
The new JOOP! Bodywear collection has a very broad range and includes seductive styles with delicate lace, innovative cup developments and effortlessly stylish minimalist pieces, offering everything from exclusive minimalism to a touch of extravagance. From AW19, the new collection will be available in selected retailers and department stores and in JOOP! stores as well as the JOOP! online shop.
