Net sales for the department stores and national chain stores channel increased $8.6 million, or 14.4%, to $68.2 million in the second quarter of 2007.
Growth in this channel was largely driven by strong performance in the Company's full-figure Lilyette brand, the successful introduction of Maidenform's The Smooth Bra Collection and the launch of a new shapewear brand, Control It, with a national chain store customer.
Mass Merchants: Mass merchant channel net sales decreased $5.5 million, or 17.7%, to $25.5 million in the second quarter of 2007. As previously stated, net sales in this channel were expected to be unfavorably affected for this period reflecting the transition throughout 2007 of re-intensifying the Company's Self Expressions brand from a private brand with one mass customer.
In the second quarter of 2007, Maidenform continued to increase the product placement and allotted selling space of its Sweet Nothings brand with one mass customer, particularly in full-figure bras, strapless bras and shapewear.
Other: Other net sales, which include sales to specialty retailers, off-price retailers and licensing income, decreased $0.5 million, or 4.2%, to $11.5 million in the second quarter of 2007. This decrease was due to a non- recurring private brand program with a specialty retailer in the year-ago quarter, which was partially offset by an increase in licensing income, higher sales from an off-price retailer and liquidation sales in the second quarter of 2007.
marketing@alchempro.com
