Iconix licenses Cannon to Sears, readies BBB Royal Velvet launch
By Staff -- Home Textiles Today, 2/20/2008 8:49:00 AM
New York – Fashion brand management firm Iconix Brand Group has licensed its Cannon brand directly to Sears Holdings, with the expectation that the former Pillowtex brand will be offered at retail in both Sears and Kmart stores.
Neil Cole, ceo, Iconix ceo Neil Cole said, “When we acquired Cannon our key objective was to solidify a larger distribution for the brand, which we are confident that Sears and Kmart will provide. We are pleased to hear of Sears Holdings’ plans to have Sears and Kmart roll out the Cannon brand in their stores.”
Douglas Wurl, vp/gmm home fashions at Sears Holdings, said, “We conducted extensive consumer research prior to finalizing this partnership and Cannon rated extremely high in brand awareness as well as has a high level of perceived value.”
Iconix has also confirmed that Bed Bath & Beyond will launch an exclusive Royal Velvet product line this spring, declaring, “The exclusive product line will capitalize on Royal Velvet’s leadership position as a color authority and include towels, rugs, sheets, shower curtains and basic bedding.”
Li & Fung is the lead licensee for Royal Velvet and will develop and manufacture the product, the company said, adding that Mohawk Industries is the licensee for Royal Velvet bath rugs.
Cole pointed out, “We are committed to investing in advertising and marketing to build Royal Velvet at Bed Bath & Beyond.” Li & Fung USA president Rick Darling added, “We are very excited about the opportunity at Bed Bath & Beyond and the unique marketing support from Iconix.”
