Brand/Business Challenge

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Traub Role

TRAUB was retained by DCI, the Australia-based lingerie developer and manufacturer, to expand the Dita Von Teese lingerie brand into the U.S. market through the department store and specialty store channels. TRAUB also acts as the U.S. sales office for DCI in New York City.


TRAUB worked with DCI to refine the line into a premium brand and then forged a retail partnership with Bloomingdale’s, who exclusively launched the brand in March 2014.  The launch was a tremendous success and received significant positive reaction from not only consumers but also the press and industry insiders. For Fall 2014, TRAUB has secured additional U.S. distribution for Dita Von Teese lingerie including another leading premium department store, leading premium intimate apparel specialty store and leading intimate apparel e-commerce player.