Tori Praver Swimwear has added some industry talent in a new licensing deal to help it reach the next level.
Previously the swim brand, which is sold in stores such as Diane's, Molly Brown’s, Neiman Marcus and Urban Outfitters, had been a stand-alone company founded by model Tori Praver.
In the new arrangement, the company has signed a licensing deal with Curynt Group, which is a partnership between add-black and In Private.
Industry veterans Stever and Summer Rapp own add-black, and Summer will take on the Creative Director role at Tori Praver. In Private is a swimwear manufacturer with a large presence in the private label sector with sourcing and manufacturing expertise.
Industry veteran Angi Hart, who previously held important roles at L*Space and Billabong, is the VP of Sales at Curynt Group.
Tori Praver will continue to serve as the label’s brand ambassador and will collaborate with Curynt Group on design and marketing initiatives.
The brand will debut a revamped resort collection in July at Swim Collective in Huntington Beach and Cabana Show in Miami.
“Our team has put a lot of effort into re-branding, design innovation and new sourcing strategies to elevate the quality of the product to achieve the maximum consistency in our fit and construction of each garment,” Summer said. “To generate brand awareness, we will be focusing and emphasizing through our social media channels, e-commerce and targeted marketing. Ultimately, we look forward to bringing this elevated product to market and strengthening our relationships with our retail partners.”
Add-black will continue designing for other swim clients as well.