Ellen Tracy in first non-apparel license

-- Home Textiles Today, 1/22/2009 2:50:00 PM

New York – Fashion brand marketing firm Brand Matter, owner of the Ellen Tracy design house brand, has entered a licensing agreement with Olivet International for all styles of luggage, part of the company’s strategy to expand the brand beyond its apparel orientation.

The move is a first step toward a likely extension of the Ellen Tracy brand into home textiles product categories, the company said.

“Brand Matter is committed to developing best-in-class partners for our portfolio of brands. As our first Ellen Tracy non-apparel license, it was important to find a company who understands the essence of the brand, and Olivet proved to us that they do,” said Rick Platt, Brand Matter president.

“We will be very protective of our brand as we venture outside of apparel,” added Mark Mendelson, ceo of Ellen Tracy.