Iconic Brand Group Inc. said Tuesday it has signed a long-term direct-to-retail license with Sears Holdings Corp. for its junior brand Bongo.
Bongo will launch in fall 2010 exclusively at the company’s Sears and Kmart Stores. Bongo is a lifestyle junior apparel, footwear and accessories brand that became known in the Eighties for its body-hugging jeans.
On Monday, Iconix said MTV star Audrina Patridge would be featured in Bongo’s fall marketing campaign that will debut in September, taking over for pop star Jesse McCartney.
Yehuda Shmidman, executive vice president for operations at Iconix, said, “We have experienced the strength and success of working with Sears Holdings with our Joe Boxer and Cannon brands and we are excited to work with John Goodman and his team to roll out Bongo at both Kmart and Sears.”
You May Also Like
Goodman, executive vice president of apparel and home for Sears Holdings, stated, “We are thrilled to be working with Iconix on this new brand launch and are excited to be able to offer an established junior brand and great style to our customers.”
In addition to Bongo and Joe Boxer, Iconix’s brand portfolio includes Candie’s, Badgley Mischka, Rampage, Mudd, London Fog, Mossimo, Ocean Pacific, Danskin and Roca Wear. It also has interests in Artful Dodger, Ed Mardy, Ecko, Markc Ecko and Material Girl. The firm recently acquired the Peanuts brand.
The latest deal is Iconix’s 19th direct-to-retail license agreement and its third with Sears Holdings.