JNY extends branding into home
Playthings Staff -- Gifts & Dec, December 15, 2003
Revman International has signed a licensing agreement with Jones Apparel Group to manufacture and distribute a lifestyle collection of bed, bath and table linens under the Anne Klein New York and AK Anne Klein brands to better department stores and specialty retailers. The collection will be launched for spring 2004 delivery at Revman showrooms here and should be at retail in May.
"We are excited to be a part of the continued growth of the Anne Klein brand," said Revman president and ceo Richard Roman. "Anne Klein Home will bring an important modern classic point of view to this arena, and we are very pleased with the opportunity to market fine bed and bath products under the Anne Klein brand."
Roman added that as a designer who's been in the top five for many years, Anne Klein is a natural fit for home. He said Revman will be working closely with a key retailer that wanted a modern classic lifestyle brand in its assortment. Other product categories — tabletop, gifts and accessories and furniture — could be added later.
Jones Apparel Group's president and ceo, Peter Boneparth, added, "We are pleased to enter into this agreement with Revman for Anne Klein Home, an important lifestyle extension of our newly acquired brand, which will enhance our Anne Klein portfolio of apparel and licensed products for our better and bridge consumers."
"We think we have a very powerful brand and relationship with the consumer as well as a compelling story to tell," Mary Belle, president of licensing for Jones Apparel Group told HTT. She said the company is looking to enhance the overall quality and design of these two distinct brands that cater to female professionals in the 30 to 55 age demographic. "We will be dedicating tremendous resources to marketing the brands, with advertising campaigns that will become evident in the second half of 2004 and have a halo effect on the home area," Belle added.
"We also see that in the home arena there is a void in the modern classic lifestyle, which is a perfect fit for the heritage of Anne Klein," explained Belle. "Simply put, our expectation is to deliver beautiful high quality products to our customers that satisfy and build a relationship with her in the home."
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