US: Sequential Brands plots Heelys relaunch
By Katie Smith | 20 August 2013
Sequential Brands Group has unveiled relaunch plans for its wheeled footwear brand Heelys, including an expanded footwear collection and the introduction of new product categories.
The expanded range will include "more vibrant colours" and "new silhouettes", including canvas high tops and traditional joggers, Sequential said. Distribution will be extended to more than 20 new countries in 2014.
In addition, Heelys bags, backpacks, and back-to-school accessories will launch in summer 2014 through a licensing partnership with design and manufacturing firm 5 Horizons.
"Heelys' growth strategy for 2013 and beyond includes global expansion and product extensions to build Heelys into a full lifestyle brand for kids rooted in adventure and action sports," said Sequential group president Rick Platt.
Sequential Brands Group Unveils Plans for Heelys Global Relaunch
Footwear Growth Strategy, Worldwide Ad Campaign and New Category Expansion
NEW YORK, Aug. 19, 2013 (GLOBE NEWSWIRE) -- Sequential Brands Group (OTC:SQBG) ("Sequential" or the "Company"), the owner of Heelys®, has announced new plans for Heelys that include an overhauled and expanded footwear collection, global marketing plans and the expansion into new product categories including backpacks and back-to-school accessories.
The new Heelys marketing campaign will feature a television commercial set to air starting October 2013 throughout Europe, Asia, Australia and the Americas. The timing is set to coincide with the new footwear launch. The footwear collection, produced by licensee BBC International, takes a new approach to the previously skate oriented footwear line, adding more vibrant colors and a variety of new silhouettes from canvas high tops to traditional joggers.
"Heelys' growth strategy for 2013 and beyond includes global expansion and product extensions to build Heelys into a full lifestyle brand for kids rooted in adventure and action sports," said Rick Platt, Group President of Sequential.
In 2014, Heelys will continue its footwear expansion with the additional distribution to over 20 new countries.
In addition, Heelys bags, backpacks, and back-to-school accessories will launch in Summer 2014 through a new license partnership signed with 5 Horizons, a worldwide leader in design and manufacturing.
"Our team is very excited to create this category in partnership with Heelys," said Kevin Lehrer, Managing Partner of 5 Horizons. "The brand exudes an authenticity and lifestyle that has drawn so many kids and young adults to the footwear for years." Jon Allen, Managing Partner, added, "We believe that the brand's emphasis on fun designs and rich features translates exceptionally well into a collection of kids bags, packs and lifestyle accessories."
As part of the newly developed marketing campaign, Heelys launched a new website, enhanced packaging and updated POS displays, conveying the fresh look and feel of the brand.
Heelys Footwear Collection will be on display at BBC International's booth (#60454) at FN Platform, the footwear trade forum, from August 19-21 at the Las Vegas Convention Center.
Founded in 1999, Heelys quickly became a breakout success in the world of action sports among children and teens with its innovative wheeled footwear. Heelys core product, HEELYS-wheeled footwear, is patented dual-purpose footwear that incorporates a stealth, removable wheel in the heel.
ABOUT SEQUENTIAL BRANDS GROUP, INC.
Sequential Brands Group, Inc. (OTC:SQBG) owns, promotes, markets, and licenses a portfolio of consumer brands that presently include William Rast®, People's Liberation®, DVS® Action Sports, Heelys®, Caribbean Joe®, Ellen Tracy® and Revo®. Sequential seeks to ensure that its brands continue to thrive and grow by employing strong brand management, design and marketing teams. Sequential has licensed and intends to license its brands in a variety of consumer categories to retailers, wholesalers and distributors in the United States and in certain international territories. For more information, please visit Sequential's corporate website at: www.sequentialbrandsgroup.com. To inquire about licensing opportunities, please email: email@example.com.
ABOUT 5 HORIZONS GROUP, LLC
5 Horizons Group is a global design, manufacturing and marketing firm that specializes in Recreational and Home products. The Company creates a range of categories covering sports, work, outdoors and travel bags and related accessories as well as furniture, housewares and home décor. The Company also provides private brand products for retail partners and customized programs for the corporate and incentive markets. 5 Horizons markets and distributes its products across national retail and specialty stores in the United States and internationally. 5 Horizons was founded in 2007 and has offices in the United States, China and Vietnam. U.S. headquarters is located in St. Louis, MO.
ABOUT BBC INTERNATIONAL
BBC International, a major footwear firm in the industry, was founded in 1975 by Chairman Robert Campbell. The company is the leading children's and skate footwear designer and marketer globally. BBC leads the kid's footwear marketplace with creative design and advanced technology. They have secured many long-term, internationally recognized children's licenses such as Polo Ralph Lauren, Sam Edelman, Guess, Born, OSIRUS, Heelys and entertainment brands such as Marvel. Their ability to service all levels of quality fashion and distribution from department stores to mass market is the key to their success in the children's arena. For more information, please visit BBC's corporate website at: www.bbcint.com
Original source: http://globenewswire.com/news-release/2013/08/19/567657/10045362/en/Sequential-Brands-Group-Unveils-Plans-for-Heelys-Global-Relaunch.html
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