The French brand Huit (pronounced "wheat" and French for the number eight) was in the clutches of bankruptcy. But no more!  Eveden, the company that brings us Goddess, Freya, Fantasie, and Elomi bought it.  Tracy Lewis, Chief Executive of Eveden came from the UK and visited me in our Dallas office just before Thanksgiving.  She shared with me Eveden’s plans for the Huit brand.

By way of background, Huit is a very proud French brand and even includes ‘Paris’ on its label.  Traditionally, it has been sold in better boutiques across the United States.  HerRoom has also been fortunate enough to carry the brand for many years.  The essence of the Huit brand is that it is stylish yet effortless, with hip colors.  A premium brand, Huit focuses a lot on being fashionable.  Therefore, less than 30% of the Huit products were ever basics.  Most were fashion and one-time designs.  The brand serviced the 32-38, A to D cup customer.

So, why did Eveden buy Huit?  Tracy explained that it was an excellent expansion opportunity.  Eveden brands have always been for full-figured women, so this was a very exciting chance to buy a well-known name brand that fits the average size woman.  And, there are no plans to take Huit into the full-figure market. 

What also impressed me was Tracy’s comment that Eveden retained the current Huit designers in France.  Eveden really wants to keep and maintain the special qualities the Huit brand has had for years.  Huit has also been a swimwear manufacturer, making swimwear with cup sizing.  Eveden absolutely intends to continue the swimwear line as well.

The re-launch is planned for this coming February with new photography.  And, there are plans to add 30 band sizes and take the cup sizing up to DD. Of special note, Tracy said to pay attention to the Cupcake Collection. The plan is to expand this further.  HerRoom already carries this collection, and I’m crazy about how terrific it looks.

Three cheers for keeping a fabulous lingerie brand alive and moving forward.

Huit Cupcake Bandeau Strapless Bra	Huit Cupcake Full  Cup Balconnet Bra	Huit Cupcake Magic Air Pushup Bra

Find Huit lingerie at HerRoom in these departments:
Bras
Panties

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First, it was David Beckham spreading his legs in nothing but his Emporio Armani tighty whities.  Now, his wife, Victoria aka Posh Spice follows suit.  Emporio Armani’s women’s underwear division has been born, and Victoria Beckham is its new face.

Scheduled to break this spring in a world-wide advertising campaign, the lingerie will be an exclusive at Macy’s for at least the first 2 months. Not much is being shared about the offering except the price points.  The bras will range from $50-$100, and the bottoms will range from $25 to $70.

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