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Lost Juniors National Sales Director Lindsay Henkels, left, said several major stores picked up the line for spring 08 including Macy's West Coast stores, PacSun, Zumiez, Tilly's, Buckle, Alloy, Jack's, 17th Street and more.
Here's the strategy behind the line, led by swim division head Marina Hamm, according to Lindsay:
"We focused on making sure that there was something for everyone in the Lost swim launch. There are prints and bodies that will appeal to core surf shops, swim specific shops as well as major retailers. We put a lot of thought into understanding the needs of each category of retailer from a swim standpoint and we feel that the launch reflects that.
"The Spring 08 line is a mix of bright colors with black, fun tongue in cheek prints and art with an edge. Our main focus is on that girl who likes to have fun and loves to be different and doesn't care who knows it.
"The swim line is a very cohesive addition to the Lost sportswear line. The colors and prints tie back to both the tee shirts as well as sportswear pieces."
Lost Juniors is part of the Lost Clothing division run by the La Jolla Group. Lost is headquartered in Irvine off the 405 Freeway.
Reef also launched a swim line for spring - I'm trying to track down how that was received. Volcom's Richard Woolcott told me at ASR that Volcom's new swim line, which hit stores this year, is taking off and really helped focus the direction of the entire girls offering.