Brand management company Sequential Brands Group has unveiled expansion plans for its women's fashion brand Ellen Tracy, including distribution into South Korea.

The upmarket brand has entered South Korea with licensing partner DHOW Enterprise Company, offering apparel, bags and footwear.

Sequential Brands, which also owns the William RastHeelys, and People's Liberation labels, said Ellen Tracy's retail distribution is growing in Canada and Europe, as well as other parts of Asia.

"What began as a women's blouse company has evolved to an offering of over 30 product categories, experiencing four years of consecutive double-digit retail sales growth," said Sequential Brands group president Rick Platt.

The company has also extended licensing agreements for Ellen Tracy with G-III Apparel Group for outerwear and dresses. The brand's existing licensed categories include sportswear, footwear, hosiery, suits, swimwear, active wear, and sleepwear.

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Sequential Brands Group Announces New Initiatives and Expansion Plans for Ellen Tracy Brand

 

 

  • New International expansion
  • Extension of key licensing partnerships
  • New category launch
  • 2014 integrated marketing campaign in work

NEW YORK, Nov. 25, 2013 (GLOBE NEWSWIRE) -- Sequential Brands Group (Nasdaq:SQBG) ("Sequential" or the "Company"), announced today several initiatives for its brand Ellen Tracy® that include new international distribution in South Korea, renewed partnerships with three licensees, and a new category extension. In addition, to mark the 65th year of the brand's founding next year, a fully integrated marketing campaign is set to launch in 2014 that is expected to add momentum, strengthen visibility and expand the consumer base, while preserving the brand's timeless heritage.

"This is an exciting time for Ellen Tracy," said Rick Platt, Group President of Sequential Brands Group. "What began as a women's blouse company has evolved to an offering of over 30 product categories, experiencing 4 years of consecutive double-digit retail sales growth. Developing brands into full lifestyle collections by working with blue-chip partners is the core competency of our business, and the success of Ellen Tracy is a key example of our formula."

Ellen Tracy launched in South Korea with licensing partner DHOW Enterprise Company featuring apparel, bags and footwear. Ellen Tracy also has growing retail distribution in Canada, Europe and certain other parts of Asia.

License agreement extensions for Ellen Tracy were completed recently with G-III Apparel Group, Ltd. (Nasdaq:GIII) for outerwear and dresses; Palm Beach Beauté for fragrance; and Concept for watches.  

Wayne Miller, COO of G-III commented, "We have been involved with the Ellen Tracy brand for many years and believe the timeless heritage and brand reputation will ensure future growth throughout the world.  We are thrilled to continue our partnership with Sequential and the Ellen Tracy Brand."

Harold Ickovics, CEO of Palm Beach added, "Fragrance is a natural fit for the Ellen Tracy modern woman and we are thrilled to continue to infuse the legacy and DNA of the Ellen Tracy Brand into our product."

Separately, a new license was signed with Shason to launch a line of high-end handmade rugs for Ellen Tracy, debuting at retail in 2014. 

Ellen Tracy, established in 1949, is positioned as a women's better fashion brand. The Ellen Tracy Bronze Label Better Sportswear is sold exclusively at Macy's and all other product categories continue to be sold at better department stores as well as Macy's. Ellen Tracy has evolved into a lifestyle brand known for sophisticated color palettes and signature prints. Existing licensed categories include better sportswear, footwear, hosiery, eyewear, handbags, cold weather, coats, dresses, suits, women's fragrances, watches, women's swimwear, women's activewear, sleepwear, intimate apparel, luggage, slippers, towels, bath, cosmetic bags, umbrellas and home. For additional information, visit www.ellentracy.com.

About Sequential Brands Group, Inc.

Sequential Brands Group, Inc. (Nasdaq:SQBG) owns, promotes, markets, and licenses a portfolio of consumer brands that presently include Ellen Tracy®, William Rast®, People's Liberation®, DVS®, Heelys®, Caribbean Joe®, Revo® and The Franklin Mint®. 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: newbusiness@sbg-ny.com

Original source: http://ir.sequentialbrandsgroup.com/releasedetail.cfm?releaseid=809468