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  Brenda West

The folks at Manhattan Beachwear sent me some news last week about a new licensing agreement they signed with Vix Swimwear, and I took the opportunity to ask Manhattan Beachwear President Brenda West some questions about how business is going overall.

Manhattan Beachwear, based in Cypress, Calif., holds licenses for several swim brands in addition to owning its own brands. The company’s makes swimwear under the Kenneth Cole, Kenneth Cole Reaction Swim, Hobie, Split, Hot Kiss, 24th & Ocean, and Maxine labels.

Is Manhattan Beachwear seeing more brands interested in licensing arrangements these days?

More so than ever, strategic brand licensing calls come into our offices every week. Brands are tightening their belts and cutting overhead, and licensing has a quick, direct impact to brand owners’ bottom lines with very little upfront investment.

We are halfway through 2009. How is business so far this year?

Despite losing some key retailers to liquidation, our business has remained strong. The e-commerce business is amazing.

Any special plans for the Miami swim show?

The Miami Swimwear Show is such a high-energy event, we will be seeing more retailers this year than we did last year.

What is Manhattan Beachwear’s biggest opportunity right now?

Our momentum is on the upward swing, we plan on taking full advantage of all the business opportunities out there right now. We are a stable, strong and long time player in the swimwear industry.

What is the company’s biggest challenge?

We have some customers that are struggling though this crazy retail environment, and it can be challenging to get them current product while working on agreeable payment terms.

Here are some more details about the new licensing agreement with Vix Swimwear:

V i X Swimwear Announces Licensing Partnership with Manhattan Beachwear, LLC

Leading Manufacturing Company to Produce and Distribute Hermanny and Sofia by ViX

San Diego, CA (July 1, 2009) – V i X Swimwear Inc announced today the creation of a Collaborative Strategic Alliance with Manhattan Beachwear LLC to manufacture and distribute two of their very successful brands, Hermanny by V i X , and Sofia by V i X. The alliance is structured in the form of a multiyear licensing agreement.

Hermanny by V i X, established in 2006, reaches the sophisticated 30 to 50 year old designer contemporary customer, who aspires to a Brazilian taste level with an American fit, both in swimsuits and resort cover-ups. Sofia by V i X, launched in 2005 will continue to reach the 16 to 25 year old young contemporary customer who is looking for a fun, flirty Brazilian suit, with an American fit at affordable prices.

This new relationship will allow both companies to capitalize on their combined strengths – Paula’s creativity and design expertise, and Manhattan Beachwear’s ability to consistently manufacture and distribute quality fashion swimwear.

“I’m very pleased with this Strategic Alliance. Hermanny and Sofia are outstanding brands that powerfully resonate in the Designer Contemporary Markets. Paula’s passion for swimwear is contagious and it is a joy to be working with her and her team” says Brenda West, President, Manhattan Beachwear, LLC.

Paula Hermanny, the owner and founder of V i X will remain the designer for both brands. “I am very excited about this joint venture and feel that together we will be able to meet the needs of both markets. For me, this is a wonderful opportunity to focus on what I love to do, design” Paula Hermanny.

About V i X Swimwear, Inc

Based on San Diego, CA V i X Swimwear is a collection of swimwear, dresses and accessories for women that was launched in 1998. Paula Hermanny was successful at combining her style and sophistication whilst remaining true to her Brazilian roots. Identifying a void in the US market for chic, fashion forward swimwear, Paula created stylish yet functional suits for women of all ages. V i X, Hermanny and Sofia are available at fine department stores and specialty stores around the world. The brands have been featured in VOGUE, In Style, Lucky, Harper’s Bazaar and Sports Illustrated and seen on a list of celebrities such as Kate Moss, Sienna Miller, Jennifer Aniston, Britney Spears, Tyra Banks and Eva Longoria.

About Manhattan Beachwear LLC

Celebrating its 20th year in business, Manhattan Beachwear, based in Cypress, has grown into a diverse company over the last two decades. Today, Manhattan Beachwear is a leading manufacturer of junior and women’s swimwear producing its own collections, as well as holding licenses for several of the most sought after labels in the marketplace. Manhattan Beachwear’s roster of brands includes Kenneth Cole, Kenneth Cole Reaction Swim, Hobie, Split, Hot Kiss, 24th & Ocean, and Maxine. These swimwear brands are sold to major department stores and specialty chain stores nationwide Macy’s, Dillard’s, Victoria’s Secret, the Buckle, Swim n’ Sport and Everything But Water.