Trimfit is entering a new chapter.
Following its acquisition by The Lieberman Group last June, the 93-year-old children’s hosiery company is tackling major growth plans that include expansion into new product categories and a more aggressive marketing push.
“Although Trimfit has been around for a long time, it feels like a fresh start for our company. The Lieberman Group brings a lot to the table, including incredible sourcing capabilities, marketing savvy and the hands-on readiness to take our brand into new classifications,” said Mark Mexicott, CEO of Bensalem, Pa.-based Trimfit. “Things are already moving forward. We are no longer just a sock company.”
Tapping the apparel industry expertise of Montreal-based Lieberman, which also owns Terramar Sports, BL Intimates and Lamour Hosiery, Trimfit recently added children’s underwear and thermal underwear to its offering. The brand also is looking to launch women’s intimates and hosiery in the near future. “We even see potential to move into the slipper category,” added Mexicott.
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In addition, the firm plans to get back into the licensing business. Over the years, Trimfit produced hosiery for a number of licensed brands, among them DKNY and Perry Ellis.
With the expansion, Trimfit has freshened its look, with a new, more modern logo and updated packaging. The company also is stepping up its marketing, focusing on a multifaceted strategy that includes billboards, print ads and a revamped website.
And Mexicott said there is much more to come, noting that the acquisition has re-energized the company for the future. “We have more than 90 years of history behind us, and now we’re looking ahead to the next 90 years.”