Dr. Robert Rey, accomplished Beverly Hills plastic surgeon best known from the hit reality series "Dr. 90210" on E!, has partnered with Australian lingerie designer Bruno Schiavi to launch Instant Shape by Dr. Robert Rey, a revolutionary new shapewear collection that allows women to wear clothes one to two dress sizes smaller without the risk or cost of plastic surgery. The new line will be available exclusively at the multichannel retailer HSN, which reaches 89 million homes, and at 860 Sears stores across America starting October 27, 2007.
Dr. Rey's expertise in enhancement surgery and his firsthand knowledge of the problem areas that trouble many women was the perfect combination when teamed with designer Bruno Schiavi's lingerie market experience. The result is a collection for every woman who wants to enhance her shape and disguise any perceived imperfection without turning to plastic surgery. It is this combination that attracted Sears as the ideal brick and mortar partner and HSN as the ideal television retailer.
Mark Fedyk, Vice President/GMM of Sears Holdings confirmed, "Shapewear will continue to be a high growth category in the apparel industry as women look for anti-aging solutions that don't require surgery. Our offering of Instant Shape by Dr. Robert Rey is a recognition of that trend. It is also an indication of how committed we are at Sears to helping women look and feel their best by focusing on an unparalleled fit story."
HSN shares this vision of shapewear, desiring to leverage Dr. Rey's TV experience in reaching women looking for fashion solutions. "When it comes to smoothing and shaping a woman's curves, Dr. Rey and Bruno have truly created a new generation of shapewear," said Belinda Rohleder, Senior Vice President of Home Fashions and Ready to Wear for HSN. "Dr. Rey's incredible experience in helping women feel more beautiful and confident, combined with his effervescent personality, make him perfect for television retail and we look forward to introducing him to our millions of viewers during his debut in October."
The entire innovative collection comprises 21 pieces, of which 13 will be available (six exclusively) at HSN and 10 will be available (two exclusively) at Sears. Each item utilizes proprietary new shape-defining fabrics, as well as comfort and lifestyle enhancing details. For example, the High Waist Step-in features support from under the bust down to the hips to provide the ultimate smooth silhouette, with a control panel to sculpt the tummy and a gripper waist of silicon ensuring the garment will stay in place when worn. Powernet shaping in the garment's back panel also provides support under the bottom to give added control and definition.
Instant Shape by Dr. Robert Rey features an array of garments ranging from corsets to briefs available in black and nude, and sizes small to 3X. Prices range from $27.50 to $60.00.
"Bruno Schiavi has worked with Dr. Rey to account for a whole body solution in every piece of clothing he's designed. Their efforts have made shapewear both functional and fashionable. At Sears we hope to empower women by making the instant makeover aspect of the collections both approachable and affordable. We believe we can accomplish that by offering a nationwide brick and mortar channel of distribution as well as competitive pricing," said Mark Fedyk, Vice President/GMM.
Instant Shape by Dr. Robert Rey will debut on HSN's television network on Oct 28 at 4 pm & Oct 29 at 2 am and 9 pm (all times Eastern), and the collection will be available on HSN.com starting October 27th.
Instant Shape by Dr. Robert Rey is also available in Sears stores nationwide and Sears.com starting October 27th. Dr. Rey is scheduled to make 15 appearances at Sears stores across the country, between November 3 and January 25.
The deal was orchestrated by Creative Artists Agency on behalf of Dr. Rey and Bruno Schiavi.
HSN
The originator of the electronic retailing concept in 1977, HSN, an operating business of IAC (Nasdaq: IACI), is a global multichannel retailing giant offering thousands of products to enhance all aspects of its customers' lives. On HSN and HSN.com, customers can find an array of unique products and brand names in categories such as Beauty (e.g., Oscar Blandi, Bliss, Paula Dorf, Liz Earle, Perlier, Sephora, Wei East); Jewelry (e.g., Heidi Daus, R.J. Graziano, Jay King); Home/Lifestyle (e.g., Dyson, Todd English, Emeril Lagasse, Andrew Lessman, Joy Mangano, ProForm, Wolfgang Puck, Reebok, Bob Vila, Roy Yamaguchi); Fashion (e.g., Randolph Duke, Carlos Falchi, Beverly Feldman, Liberte by Emanuel, LUKASTYLE, Scoop); and Electronics (e.g., Gateway, GE, JVC, Panasonic, Sharp). HSN delivers its merchandise across multiple platforms, including TV, where the network reaches 89 million households and is the 4th largest cable network in the U.S.; online, and through HSN.com, which features original video content, virtual video guides, the latest trend information, tips and tricks, video-on-demand and podcasts of products.
About Sears, Roebuck and Co.
Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,400 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 935 full-line and 1,100 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. The company is the nation's largest provider of home services, with more than 13 million service calls made annually. For more information, visit the Sears, Roebuck website at www.sears.com or the Sears Holdings Corporation website at www.searsholdings.com.