NEW YORK - International Intimates Inc. has added three categories to its portfolio of Hustler-branded merchandise.
Hustler Costumes will debut in March, and Hustler Men's Underwear will launch in April. Hustler Sleepwear, set to premiere this fall, will focus on comfort, style and durability, with more than 50 new styles, including comfy drawstring pants and sexy intimate gift sets.
Company President Elan Rofe called the licensing agreement a tremendous vote of confidence from Hustler.
"We already have Hustler Lingerie , Costumes and Men's Underwear," he said. "Signing on for these new categories allows us to create a penetrating marketing strategy that ties together all [of] our Hustler brands."
Wilson Kello, creative director for Hustler Lingerie, told AVN Novelty Business that the success of the Hustler-branded lingerie made the Flynts eager to let Elan develop more categories.
"In April of 2006, Elan Rofe signed the Hustler Lingerie license and immediately began designing, marketing and producing lingerie under the Hustler name," he explained. "I couldn't think of anything better than developing a sleepwear line for the most significant brand name in America. Expect to be blown away."
Rofe launched his initial design in October 2006 and has shipped millions of dollars' worth of lingerie worldwide.
All Hustler lines are on display in International Intimate's New York Hustler showroom.
