Swimwear brand Piha, sister brand to Moontide, has made it UK debut at the Moda trade show in Birmingham.
The first Piha collection will be launched officially in SS13, but products are available now to order for a June, 2012, delivery date.
Piha director Simon Howard said: “We have found that there is a niche in the younger market. We have designed the range for the social networking generation – age 16 and up. They don’t want to buy just boring, cheap stuff from Tescos.
“We will be backing it up with really strong branding and social networking investment.”
The debut range includes 12 groups and 56 products in total. All products retail for under £50, with bikinis selling for £30 to £50, and suits for around £40.
Howard added: “We have had some big buyers showing a lot of interest in it and they are actually wanting delivery right now.”
Next Top Stories
More Swimwear Stories
Related Photo Galleries
EDITOR'S CHOICE »
GB heptathlete Jess Tappin stars in the new sportswear video.
The Summer 2015 campaign stars international supermodel Gigi Hadid.
A first look at the latest lingerie collection from the Dutch brand.
Most Popular »
Recently Commented »
Bravissimo to host first transgender fitting event
The free event will take place at the brand's Oxford Circus store.
Wacoal America launches new mobile app
The launch of the smartphone app marks the brand's 30th anniversary.
ALSO IN lingerieinsight.com »
The brand is looking for an Everyday Superwoman to front its campaign.Read more
What does the law say about anti-competitive business practices?Read more
Designers discuss what's hot in the shape and control market.Read more
Five-piece collection set to grow in coming year.Read more
GB heptathlete Jess Tappin stars in the new sportswear video.Read more