NEW YORK—Electric Lingerie has signed the exclusive, global rights to manufacture, market and distribute Hustler Lingerie, effective Sept. 1, 2009.
Elan Rofé, owner of Electric Lingerie and president of Hustler Lingerie for the past three years, will continue in that capacity, and Wilson Kello will continue as creative director.
“I am ecstatic that we were able to make this deal, and especially happy with the help of Hustler corporate and specifically Theresa Flynt,” Rofé said. “I am confident that the brand will evolve in a way that is most impressive.
“It's the smartest possible evolution of the brand," Rofé continued. "We've got the same core personnel who really created the name, and now we've got the freedom and autonomy to take things to the next level."
Rofé plans a strong debut at the AVN Adult Entertainment Expo in January in Las Vegas, with a re-vamped packaged line, new hosiery, sexy bedtime costumes and an expansion of his best-selling miniskirt line.
"We're finally able to respond to the feedback we've been getting from the industry, which is to say we're going to have sexy, mouthwatering items at substantially reduced prices," he said.
The details of the deal give Electric Lingerie the right to the brand for 3.5 years with an additional 1.5 year extension.
“The next five years will be a very exciting time for the brand,” Kello said. “We have made such a global impact in a mere 3.5 years, and this deal insures the future and longevity of the brand which, honestly, some people had questioned.”
Watch for information regarding Hustler Lingerie's promotional touring schedule for 2010, and for all the new and innovative items the company will be rolling out in the coming months.
For more information or for specific details, e-mail [email protected].
