Impressions - January 2018 - 11

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Hanes Acquires
Alternative Apparel
HANESBRANDS, Winston-Salem, North Carolina, recently
purchased Alternative Apparel, Norcross, Georgia, for about $60
million in an all-cash transaction. Founded in 1995, Alternative
Apparel sells basic T-shirts, fleece, and other tops and bottoms
under the Alternative brand. The company's sales and growth are
split between the wholesale channel and the retail, online and
direct-to-consumer channels. In the following question-and-answer
portion, Scott Somerville, president of Hanes Activewear, provides
more insight into the company's plans for the new addition to its
portfolio of brands.
Impressions: How are you currently positioning the brand?
Somerville: Alternative Apparel remains a differentiated lifestyle
brand known for comfortable simplicity with a conscience - that's
what Alternative clothing is all about.
Impressions: How does the Alternative brand complement the
Hanes portfolio?
Somerville: With the addition of Alternative Apparel, which sells
at 'better basics' price points, we now have a more diversified
portfolio of activewear brands. Hanes, Champion and Alternative
are three incredible brands that strongly resonate with consumers.
All are trusted brands known for quality and social responsibility.
Impressions: How does the brand fit within the company's growth
strategy?
Somerville: Alternative Apparel provides us with another distinctive
growth brand and additional channels of distribution. In addition
to the wholesale channel, Alterative Apparel is available at highend department stores, boutiques and online. It has a great business
model focused on creating simple, innovative, fashionable apparel.

Impressions: What are your future plans for the brand?
Somerville: We know there are opportunities to learn from each other
and take advantage of the omnichannel capabilities and resources of
both organizations. Most immediately, for example, we'll be able to
leverage the scale and capability of our global supply chain, which
is recognized as a social, environmental and ethical leader.
Impressions: What else would you like decorators to know?
Somerville: With Alternative Apparel, Hanes and Champion, in
2018 we are introducing new styles, fabrications and print solutions,
all designed with embellishment in mind. It's going to be a great
year as we continue to drive innovation in the channel.
For more information, visit hanes.com. - L.V.

HOLLOWAY DEBUTS WEATHERPROOF ATHLETIC OUTERWEAR

Storm Dfend is
available in
a range of
colors.

HOLLOWAY SPORTSWEAR, part of the AUGUSTA SPORTSWEAR GROUP, Augusta, Georgia, recently
introduced a new line called Storm Dfend. ¶ It "delivers the best of both worlds" in
weatherproof athleticwear with comfortable, breathable garments that provide true
weather resistance, according to the company. ¶ The collection - which includes
jackets, pullovers and vests - features flexible fabric that is specially infused
with a water-resistant finish. All of the garments are designed to provide the warmth
of a heavyweight jacket with a lightweight fit and feel, according to the company.
¶ "Warm and dry. Light and flexible. Sleek and secure," says Caroline Carrier,
who does outerwear marketing for Augusta Sportswear Group. "Simply put, it's
weather wear without sacrifice." ¶ The line is featured in the Holloway Sportswear
Fall 2017 catalog. ¶ For more information, visit hollowayusa.com. - L.V.
JANUARY 2018

P.11

http://www.impressionsmag.com/news http://www.hanes.com http://www.hollowayusa.com

Impressions - January 2018

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