USA: denimXworks Inc acquires Habitual

19 May 2008

Among the the top brands in the premium denim market, Habitual has announced a new ownership that will enhance its production capabilities while appealing to the brand's loyal following.

Purchased in late March by denimXworks inc., an affiliate of Habitual's former vendor New Fashion Products, the brand's strengthened financial viability and vertically integrated manufacturing will allow it to produce garments with better speed to market, as well as create new and custom lines.

New Fashion designs and manufactures products in Los Angeles and its Namasté showrooms in New York and Los Angeles handle all US sales with products retailing at more than 500 distinguished stores throughout the United States, Europe, Canada, Australia and Asia.

"We have a very optimistic outlook for this brand," said Bobby Ahn, owner of New Fashion Products and denimXworks president. "While it faced some problems in the past, we are excited about the opportunity to re-establish Habitual as the top premium denim brand.

Efficiencies in price and production brought by the new ownership will allow Habitual to grow its recently introduced men's, maternity and children's lines, produce custom designs for department stores, as well as concentrate on its core women's line.

"Stores can be guaranteed a better product with better timing," said Brad Jaco, owner of the Namasté showrooms in New York and Los Angeles that run day-to-day sales for Habitual. "All production will be done in house in Los Angeles--design, pattern making, washing, manufacturing, warehousing and shipping. There are only a few brands that have that capability."