Revatex Bows Juniors Line J Signature

Complementing its street-influenced JNCO Jeans for boys and young men and boutique-focused J&Company label for women, Revatex Inc. is adding a new line of jeans to its wardrobe. Bowing for Fall 2005, J Signature is a better juniors collection that hits trends ranging from embroidery and rhinestones to skinny cuts, all at moderate prices.

Los Angeles–based Revatex previously made jeans for girls and young women but had lackluster results. Eli Petel, vice president of sales, marketing and licensing at Revatex, said past difficulties came from compromises the company had made in order to meet a lower price point. He said what differentiates J Signature from earlier attempts is the influence of its high-end J&Company, which launched in 2003.

J Signature, which is manufactured in Mexico out of stretch denim produced in the United States, taps the same design and sales team that works on J&Company. The label features premium details such as intricate blue embroidery and skull-and-roses embellishments on back pockets. Yet, J Signature costs about half as much as J&Company does. J Signature’s wholesale prices run from $22 for miniskirts and cropped pants to $26 for knee-length skirts with inverted pleats, $30 for jeans with embellishments and $34 for blazers.

Petel said the first delivery is scheduled for May 25, in time for the Back-to-School season, with subsequent shipments in July and August. Aiming for 15- to 25-year-old customers, Petel said he already received orders from Federated Department Stores Inc.’s Macy’s, Dillard’s Inc., May Department Stores Co.’s Marshall Field’s, Rampage and Alloy Inc.’s Delia’s. Once he establishes distribution, he said he wants to sign licensing deals for footwear, hats and handbags. J Signature also could yield an offshoot for men as early as Spring 2006, he said.

Rampage plans to roll out J Signature in 31 of its 67 stores, which have been revamped recently to focus on contemporary fashion. The opening price point for denim at Rampage is $69, with some models retailing for more than $100. Brad Cunningham, senior vice president and general merchandise manager for Rampage, which is part of San Diego–based Charlotte Russe Holding Inc., said Rampage will carry J Signature’s cropped pants, jeans and miniskirts.

J Signature aligns well with Rampage’s prices and styling.

“We see an opportunity from a volume standpoint with a bit of mid-tier pricing,” Cunningham said. “The back-pocket detailing is outstanding. The washes and finishes are nice, and the trims are quality.”

Petel declined to provide financial projections for J Signature. Revatex, which is privately held and was founded in 1985 by Milo Revah, has an annual wholesale volume of approximately $100 million. Having begun shipping 18 months ago, J&Company expects to tally sales of $20 million in 2005, according to a spokesperson for that line.

For more information on J Signature, call Petel at (213) 624-5777. —Khanh T.L. Tran