Sirena Apparel Sells Online

The manufacturer of such swimwear and intimate apparel labels as Hang Ten and Rose Marie Reid said this week it will offer its clothing direct to consumers via the Web--but with a twist to avoid angering the brands’ retail sellers.

Sirena Apparel Group Inc. will only offer items that are exclusive to the site and not available in stores.

The company, which also has licenses for such labels as Anne Klein and Liz Claiborne, will not sell those brands from the new site. Rather, a company executive said, Sirena will offer links and suggestions about where consumers can buy them.

“The primary objective is to sell products not available at the retail stores and not cannibalize what we’re selling at retail department and specialty stores,” said Maurice Newman, Sirena’s chairman and chief executive.

El Monte-Sirena said it will open its Sirena Online Store on Yahoo Shopping on April 1, allowing users to access the store through Yahoo (https://shopping.yahoo.com) or the company’s home page (https://www.sirenaapparel.com).

The company joins manufacturers such as Levi, Strauss & Co. and Procter & Gamble Co. in using the Web to sell direct to its customers.