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There is a little something for the ladies coming to the Stanfields Ltd. inventory. The Truro under

Time:2018-08-09 05:35Underwear site information Click:

Halifax Regional Municipality Media Chronicle Bedford Halifax

There is a little something for the ladies coming to the Stanfield’s Ltd. inventory.

The Truro underwear manufacturer, best known for its practical and warm men’s underwear, announced Thursday it is taking a trip to the softer side, adding women’s underwear and lingerie to its repertoire.

Stanfield’s Ltd. purchased Elita and Hanna brands for an undisclosed amount from Sterling Group of Montreal last month.

“We’ve always been looking for acquisitions that help us grow our business,” president Jon Stanfield said Thursday.

“This (acquisition) provides us with a whole new category in a channel we have a whole lot of experience in.”

Outside of Stanfield’s line of warm winter-weather wear, the company’s female product offerings have failed to gain any steam, Stanfield said.

“The best way for us to instantly be strong in that market was to go out and acquire a good, established brand.”

The Elita brand is known for its adherence to style and comfort, while the focus of the Hanna brand is women’s lingerie. Both brands will retain their name and focus under Stanfield’s ownership.

Both lines are sold at The Bay, Sears and Costco, as well as speciality women’s boutiques throughout North America.

The manufacturing of both brands will gradually transition out of Montreal, and within six months or so, the Truro facility will handle it all.

Manufacturing at the Truro plant has already ramped up, forcing Stanfield’s to create a few new jobs and transition others within the plant.

By the time manufacturing is in full swing, Stanfield estimates 10 to 15 new employees will come online.

Sterling Group founder Elliot Berzan will remain as president of the Elita brand and Stephen Berzan will remain vice-president of sales.

Both will remain in Montreal and work as independent contractors for Stanfield’s through Sterling Group.

(ccosgrove@herald.ca)

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