Primp Expands Into Accessories, Beauty and Home

Primp, the luxury casualwear contemporary brand for women, is adding new products to its apparel offering and expanding into the accessories, beauty and home categories. The line is also reaching into the infant/toddler categories.

Primp creative director and co-owner Wells Butler in collaboration with Los Angeles-based design house Industry Concepts, manufacturer of primp’s core basic and novelty knits, have struck a chord with celebrities and style-conscious young women since introducing a line of ’80s-inspired bleach splatters in 2004 and continuing to its current iconic step-and-repeat print pattern on supersoft fabric.

Primp is expanding its contemporary casualwear to include swimwear, loungewear, intimates, outerwear, headwear and more. At this summer’s ENK Las Vegas trade show, Butler unveiled her next-generation design concepts for Primp basics and knits casualwear.

The line is expanding into fashion accessories, including footwear, eyewear and handbags; beauty, including cosmetics and fragrance, hair, skin, nail and bath; and home with a bed and bath campaign. Primp is sold in high-end department stores such as Nordstrom, Bloomingdale’s, Neiman Marcus and Macy’s, and specialty boutiques such as Kitson and Henri Bendel. Celebrity fans include Miley Cyrus, Jessica Alba, Katherine Heigl, Fergie and Eva Longoria Parker.

The new collection for babies and toddlers offers t-shirts, leggings and hoodies in thermal and soft cotton fabrications. Primp Baby's new collection features the brand's signature styles in panther, zebra and lobster prints.