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Alex Apparel Group Extends Dress Offering With New Acquisition

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Alex Apparel Group has just positioned itself for further growth.

The women’s apparel company, which designs, sources and distributes branded evening wear dresses and separates under the brand name Alex Evenings, recently acquired SL Fashions Group, a designer of moderate-priced social dresses and separates.

The move is expected to position Alex Apparel Group for greater scale in the social occasion and eveningwear market. It will also allow the company to develop its e-commerce, specialty chain and boutique channels.

“We currently design dresses for women seeking sophisticated and classic eveningwear at affordable prices who shop primarily in the department store channel,” Alex Apparel CEO Colleen Kelly said. “Our two companies and cultures are very compatible and the addition of SL to the Alex family of brands will allow us to rapidly scale our businesses and develop new markets across the entire value-priced segment of social occasion eveningwear.”

Founded in the 70s and headquartered in New York City, SL Fashions sells its dresses and separates under the SL, JR Nites and Ignite brand names in leading department stores, and it also produces private label product.

“Alex and SL both focus on designing a classic aesthetic, but at non-competing price points,” said Mitchell Grabow, president of SL, who will continue in that role as well as becoming the executive vice president of business development for Alex Apparel. “I look forward to working with Colleen and the team at Alex to focus on a number of exciting growth initiatives that will dramatically develop the business globally.”

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