Hot Topic to launch edgy lingerie line Blackheart with new stores

Dark-and-edgy teen retailer Hot Topic Inc. is putting its own spin on underwear.

The City of Industry company is testing a new lingerie brand called Blackheart and launching five stores in the Southland and Texas this month dedicated to their undergarments.

Billed for “girls who rock and roll,” Blackheart is going for a slightly older crowd than Hot Topic’s typical teen shopper, the 18-to-30-year-olds who care about sexy undies but reject more preppy outlets like Abercrombie & Fitch and J Crew. It’s the same goth-and-alternative-music-loving young woman, just grown up.

“The Blackheart lingerie concept is a test that allows us to leverage the Hot Topic customer and offer her product categories that will not cannibalize the core Hot Topic brand,” Chief Executive Lisa Harper said in a statement. “We have a great opportunity to aggressively cross-promote Blackheart to our 5 million active database customers, nearly 5 million Facebook fans and in our 620 Hot Topic stores.”

Quiz: Do you know your premium jeans?

In California, Blackheart stores carrying underwear and accessories are coming to the Glendale Galleria, the Irvine Spectrum and the Brea mall this month. Texas will see underwear shops opening at the Houston Galleria and the Baybrook mall.

Photos of the line show a lot of lace, skull patterns and leather. It’s relatively affordable, with bras priced from $29.50 to $44.50 and apparel from $19.50 to $78.

With Blackheart, Hot Topic is venturing into the growing teen underwear market already occupied by American Eagle’s aerie brand and the Pink line from Victoria’s Secret.

But analysts say the Blackheart customer, who might roll her eyes at the overtly cheery and cute undergarments offered by rivals, may well snap up lingerie with a darker edge.

ALSO:

Toy retailers get an early start on holiday season

Spanx opening first stand-alone store: Look out, Victoria’s Secret

Target, Neiman Marcus unveil holiday collection with top designers

Follow Shan Li on Twitter @ShanLi