Apparel company Innovo Group Inc has entered into a multi-year licensing agreement with Betsey Johnson for its women's jeans and denim-related apparel products.

The agreement, to remain in place for an initial four years with a renewal option subject to sales, will allow Innovo to design, market and distribute women's jeanswear under the Betsey Johnson brand name.

The range will be targeted at better department and specialty stores across the United States and Canada, as well as Betsey Johnson boutiques nationwide, and is expected to reach the market by autumn 2004.

According to Innovo CEO Jay Furrow, the agreement represented an "exciting" opportunity for both companies.

"We believe Betsey Johnson compliments our existing portfolio of brands, such as Joe's Jeans and Fetish, very well," he said.

"With our existing expertise in denim-related products, Betsey Johnson's extensive brand recognition and the knowledge and services of apparel veteran Paul Guez, who will be instrumental in providing input and oversight into the line's development, we believe that the necessary components are in place to establish a successful and unique denim line under the Betsey Johnson brand."