Dark-and-edgy teen retailer Hot Topic Inc. is putting its own spin on underwear.
The City of Industry company is testing a new lingerie brand called Blackheart and launching five stores in the Southland and Texas this month dedicated to their undergarments.
Billed for "girls who rock and roll," Blackheart is going for a slightly older crowd than Hot Topic’s typical teen shopper, the 18-to-30-year-olds who care about sexy undies but reject more preppy outlets like Abercrombie & Fitch and J Crew. It’s the same goth-and-alternative-music-loving young woman, just grown up.
"The Blackheart lingerie concept is a test that allows us to leverage the Hot Topic customer and offer her product categories that will not cannibalize the core Hot Topic brand," Chief Executive Lisa Harper said in a statement. "We have a great opportunity to aggressively cross-promote Blackheart to our 5 million active database customers, nearly 5 million Facebook fans and in our 620 Hot Topic stores."