Hanesbrands Inc. is rolling out a pop-up shop in Los Angeles to promote its ComfortSoft intimate apparel line.
The Hanes Comfortique, the brand’s limited-time boutique, will open today through April 21 on Melrose Place. The shop will feature a collection of bras and panties from the brand. Customers will receive complimentary bra fittings and discounts on merchandise.
To boost its opening, Hanes added star power to an invitation-only event yesterday with an appearance by spokesperson Jennifer Love Hewitt. During the sneak peek, models strut their stuff wearing the latest spring looks from Hanes.
The promotion comes on the heels of Hanesbrands’s announcement that it would close its manufacturing plant in Winston-Salem, NC, by June. About 610 jobs will be eliminated.
This closure follows the shuttering of other facilities in Mexico, Puerto Rico, Lumberton, NC, and Marion, SC. The effort is part of the company’s strategy to move manufacturing operations to lower-cost regions, it said.