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 »
Industry professionals, celebs and consumers arrive at the event.
Twenty-two awards were handed out at last night's event.
Gossard takes home two gongs while Rigby & Peller wins retail award.
Most Popular »
Recently Commented »
ALSO IN lingerieinsight.com »
Katie Bizzak beat 500 curvy models to secure a 12 month contract.Read more
The lawyer the discounting practices of e-tailers.Read more
The Lingerie Insight columnist shares her retail words of wisdom.Read more
New lingerie from the celebrity line created by Marie Meilie.Read more
The public can vote for the brand's Star in a Bra from Tuesday.Read more