New York-based lingerie retailer Journelle has hired Victoria’s Secret design alum Rania Abu-Eid as senior designer, overseeing plans to launch the brand’s first private label collection for Christmas 2014.
Abu-Eid spent almost eight years at Victoria’s Secret, starting on the concept team, before designing core collections and eventually working under the vice president of design to launch the brand’s premium collections.
Commenting on her new role, she said: "I was ready to embrace a new challenge, and have been a long-time fan of Journelle – of the stores and the brand itself.”
“The opportunity to step into a growing boutique brand and craft its identity through product design from the very beginning doesn’t often come your way – especially in the lingerie industry," added Abu-Eid.
The announcement of Journelle’s private label fits with the lingerie retailer’s expansion plans to open new stores and reach a broader market.
Journelle relaunched its website in October 2013, after opening severa pop up stores in New York.
The brand plans to follow up the first collection with capsule collections and designer collaborations.
Journelle CEO Claire Chambers said: "Building a private label line has been a goal of mine since the founding of Journelle, and I’m incredibly excited to devote creative and financial resources to launch this new vertical, and to have Rania join us.”