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BCBG Merges Two Lines To Form BCBGeneration

The young contemporary category - beyond juniors but not quite contemporary - continues its growth spurt.

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LOS ANGELES — The young contemporary category — beyond juniors but not quite contemporary — continues its growth spurt.

BCBG Max Azria Group said Thursday that it plans to merge the BCBGirls and To the Max lines into a young contemporary lifestyle brand called BCBGeneration.

The new line, pronounced BCBG Generation, will unveil a capsule transitional collection at Intermezzo on Monday. The full fall 2008 collection will be presented at WWDMAGIC next month. Wholesale price points average $88, compared with $150 for the contemporary BCBG Max Azria line.

"With BCBGeneration, I look forward to offering an underserved consumer, regardless of age, superior fashion at competitive prices," said Max Azria, designer, chairman and chief executive officer of BCBG Max Azria Group.

The 19-year-old company will roll out newly designed shop-in-shops at major retailers nationwide for fall 2008, including Bloomingdale's, Macy's and Dillard's, as well as several specialty boutiques.

The company plans to keep the new line separate from its existing freestanding contemporary stores, and will launch a full ad campaign and logo. However, plans for BCBGeneration stand-alone stores are in the future.

Categories include ready-to-wear, dresses and outerwear, as well as footwear, handbags, small leather goods, belts and watches. Swimwear, sunglasses and jewelry will follow. Price points will range from $50 to $200.