German mainstream womenswear brand Olsen is to relaunch Dutch brand Rosner into the UK, pitting it against denim shapewear brand Not Your Daughter’s Jeans (NYDJ).
Olsen will launch the shapewear trouser brand at the Moda Woman exhibition in Birmingham on February 21 for autumn 10, having bought the brand in January.
Rosner will be 95% trousers but will also include jersey and soft-knit tops. Wholesale prices range from £30 to £45. NYDJ wholesales from £47 to £59.
Olsen UK managing director Louise Sutton said 60% of Rosner’s sales came from denim. “Rosner has a good body-shaping programme, similar to NYDJ,” she added.
Rosner will be promoted to Olsen’s 450 UK and Republic of Ireland stockists, with plans for concessions and a retail presence.
It was last sold in the UK six years ago by APT Collections.
Olsen will set up a separate sales team for Roser.