HOT TOPIC, INC. : Blackheart Lingerie: Only for Girls Who Rock & Roll – 4

11/14/2012| 03:55pm US/Eastern

New fashion lingerie retail concept by Hot Topic, Inc. launches
e-commerce site, to open five stores

Hot Topic, Inc. today unveiled Blackheart – a lingerie store for girls
who rock roll. The new retail concept launched an e-commerce site and
will open five stores offering a collection of bras, panties, corsets,
hosiery, sleepwear, rock apparel, accessories and beauty products that
is hot, edgy, sometimes cheeky and always rock star sexy.

Blackheart — lingerie for girls who rock roll. (Photo: Business Wire)

“Blackheart is for the independent girl, age 18-30, who considers her
lingerie a part of her personal fashion statement,” said Lisa Harper,
Chairman and CEO at Hot Topic, Inc. “She wants to stand out in a crowd –
and now her Blackheart lingerie can help her do that.”

The Blackheart collection of lingerie and apparel inspires eclectic
personal style from the inside out. It all starts with the perfect bra –
and Blackheart’s nine well-constructed core styles include the essential
Teaser-T-Shirt Bra and Decadent Lace Demi Bra, as well as the
exceptionally hot Deadly Plunge Bra and Killer Extreme Push-Up Bra. With
details like studs, skulls and tribal prints – and striking colors –
Blackheart bras are meant to be revealed.

Coordinating – but not match-y – panties range in style from ruffle
rumbas and bikinis to cheekies and thongs. Some Blackheart panties set a
mood with snarky statements on the front or back – and they pair
perfectly with equally-irreverent sleep and loungewear.

Fashion pieces – including sheer mesh tops and tops with studded
collars, ripped and braided DIY-inspired rocker and licensed tees,
pleather shorts, corsets, studded rocker jackets, pleather mid-thigh
leggings, and skull-printed tights – come together to create a look
that’s fearless, daring, confident, sexy… and a little naughty, too.

Blackheart also offers costume and body jewelry – popular at Hot Topic –
as well as Blackheart Beauty products including fragrance, eye pencils
and liners, eye shadow, glitter palettes, lipstick, and nail polishes –
all available in both dark and vibrant colors.

Blackheart stores – with an average footprint of 1,800 square feet –
have a dark nightclub feel with black walls, neon lighting, striking
video projected on its glass storefront, and curated DJ music mixed with
unexpected twists. Stylists serve up expert bra fit advice – along with
styling to help girls achieve rockin’ sexy looks.

The Blackheart brand’s distinctive rocker sensibility is reminiscent of
Hot Topic’s signature dark, edgy, sexy look. Brand photography is
provocative and rebellious, and the brand’s striking heart icon is
decidedly tattoo-worthy. “We believe the Blackheart brand is distinctive
in the marketplace and will be very appealing to young, edgy customers,
including millions of loyal Hot Topic customers,” said Harper.

Shop today at BLACKHEARTLINGERIE.COM
or at the Blackheart store at Brea Mall in Brea, Calif. Stores will open
Nov. 15 at Glendale Galleria (Glendale, Calif.), and at The Galleria and
Baybrook Mall in Houston, Tex. A fifth store will open soon at Irvine
Spectrum in Irvine, Calif. Follow Blackheart on Facebook,
Twitter,
YouTube
and Instagram.

About Blackheart

Blackheart is fashion lingerie for girls who rock roll. Our collection
of bras, panties, corsets, hosiery, rock apparel, sleepwear, accessories
and beauty products is hot, edgy, sometimes cheeky and always rock star
sexy. Shop online at BLACKHEARTLINGERIE.COM
or in one of five mall locations. Addicted? Follow us on Facebook,
Twitter,
YouTube
and Instagram.
Blackheart is a division of Hot Topic, Inc. (NASDAQ: HOTT).

Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20121114007005/en/

Hot Topic, Inc.
Jennifer Vides
Director of Communications
626-839-4681
X 2970
jvides@hottopic.com

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