Feb 11, 2011

Innovation Drives Sales in Tough Times for Activewear Leader, Marika

New York, NY – Amid all the worrying of the last few years by the doom-mongers who see America’s imminent demise around the corner, there have in fact been plenty of signs of entrepreneurism and innovation—not all of them confined to the obvious fields of software engineering, biotech and electronics. Marika has been hard at work bringing the most innovative and desirable active-wear products to the marketplace. The company has clearly and unquestionably positioned itself as the LEADER IN SHAPE ENHANCING ACTIVE-WEAR, which in itself is the top category in that particular industry. All this hard work is paying off, with double digit increases in sales planned for 2011.

According to Carrie Henley, “As garment manufacturers we may not be in the business that people first think of when they hear the words technical innovation but we’re a perfect example of precisely what drives sales and growth during a recession.” Henley is the Executive VP/General Manager of this leading active-wear brand, which by all accounts barely paused for breath at the beginning of the downturn before finding the market’s sweet spot with the launch in early 2010 of its new technically-advanced Marika Miracles line of shape-enhancing bodywear.

Marika, which since 1982 has sold active and lifestyle wear worth more than $2 billion, built its reputation and its market position by using ground-breaking performance materials and technologies in all of its designs. The new breakthrough Miracles line is no exception, by utilizing a slimming ELASTA-TIGHT® Dry-Wik® fabric and incorporating patent pending design and technologies, the products provide an enviable shape to a women’s body before she even hits the gym. It will be followed up in Spring/Summer 2011 by a new stretch cotton sub-brand called Marika Magic, which will offer the same slimming and trimming power at a more affordable price point. This new label will be sold widely at retailers such as Lady Foot Locker and Academy Sports + Outdoors, and also through www.marika.com. Sports Authority will be testing Marika Miracles later this Spring.

Marika is also actively reaching out to new markets. “We never let the grass grow under our feet,” said Frank Zarabi, the CEO and owner of its parent company, FAM BRANDS. As evidence he points to recent deals with Dick’s Sporting Goods to leverage Marika’s proprietary body slimming technology in a private label shaping-active-wear collection called Shape Tek. The exclusive Shape Tek line with Marika’s technologically advanced ELASTA-TIGHT® Dry-Wik® fabric instantly and dramatically shapes the body so that women look slim and trim before hitting the gym. As an industry leader in the sporting goods retail arena since 1958, Dick’s has grown to more than 300 stores, so this is an exciting venue for both companies.

QVC, larger than most traditional retailers, with programming reaching more than 98 million U.S. households and more than 180 million cable and satellite homes worldwide, is another newly formed relationship for Marika. The company will market a special collection of Marika Miracles waist-cinching and stomach flattening tops–a whole new category that builds on Marika’s active-wear success story and launches its proprietary technology in apparel for the first time. It is evident that powerhouse, QVC, recognizes the potential of this brand.

A third special market is plus size. The company has also expanded to plus sizes which it is selling through online specialist www.lanebryant.com. The large size market continues to flourish and Marika offers products that will be stylish and comfortable for this wearer. Lane Bryant is the most recognized name in plus-size clothing with an emphasis on fashion, fit, value-not merely size–so the collaboration brings two experts together.

“Those who would have us believe that American ingenuity and business savvy has disappeared would do well to consider the example of Marika,” says Zarabi. “Businesses like this are the lifeblood of America.”

About FAM BRANDS:
FAM BRANDS is a privately held company based in Commerce, CA, founded in 1985 by Mr. Frank Zarabi. The company manufactures branded and private labels, and maintains its position as a leader in the industry by incorporating the most innovative performance materials and technology in all of its versatile apparel designs. With brands such as Marika and Balance Collection along with licenses like Bally Total Fitness, Laura Ashley and Eddie Bauer; FAM BRANDS sells products to all levels of retail – from discount stores to department stores – totaling over 10,000 locations.