Hot Topic Testing Lingerie Concept

City of Industry, Calif.-based Hot Topic Inc. announced it will launch a test retail concept called Blackheart, focusing on dark, edgy, sexy lingerie. In addition to an online store, Blackheart lingerie, accessories and beauty products will be sold at five stores in Southern California and Texas malls, which are expected to will open by mid November.

“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,” says Lisa Harper, chairman of the board and ceo. “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.”