Danskin Lassos Tartarkin in Bid to Boost Biz

Brandweek,  May 29, 2000  by Sandra Dolbow

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When Danskin acquired the licenses earlier this month for sheer hosiery and knee highs, tights and socks for two major labels-- Ellen Tracy and Evan Picone--the firm got Barry Tartarkin, former president of Ridgeview, which had held the licenses, as well.

"It was more or less a package deal," Tartarkin said of his move to head up Danskin's Pennaco hosiery division. "When Ridgeview decided to get out of the department store hosiery business, I moved on and took the brands with me. It was a simple transition."

And a necessary one. As sales of pantyhose have downtrended in recent years, Ridgeview was anxious to unload those brands and concentrate on its athletic sock business. Danskin, on the other hand, was looking to boost Pennaco sales.

And it's betting on Tartarkin to do just that. A veteran of the hosiery business who owned his own company before joining Ridgeview three years ago, he is the only licensee Ellen Tracy has signed: four years with his company and four with Ridgeview Evan Picone signed on while he was at Ridgeview, too.

As Pennaco president, Tartarkin will be based in New York and oversee those two brands as well as Givenchy and Round The Clock. Together, they've got the market covered: Round The Clock, a moderately priced basic sheer; Evan Picone, all-nylon; Ellen Tracy value-priced designer socks and tights; and Givenchy high-end, special-occasion hosiery.

The only missing piece: a moderate-priced sock and casual group, which Tartarkin says he'll introduce within six months. Plus, he's got a product and marketing plan for the 18- to 30-year-old female who has shunned sheer hosiery as a fashion statement. Tartarkin isn't divulging details just yet but, for now, this much is certain: "It will be something different," he said.

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