Miss Universe makes foray into licensing

Parham Santana signs deal to move property into lingerie sector.
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The Miss Universe Organization is moving into a new fashion category, with brand extension agency Parham Santana striking a deal with lingerie designer BeyondWear.

The firm will create branded undergarments, lingerie, sleepwear and shapewear for specialty and department stores.

The products will carry the Miss Universe, Miss USA and Miss Teen USA brands.

"Creating a consumer products programme that complements our global brand recognition is something we have always looked to accomplish," said Larry Parra, chief financial officer for the Miss Universe Organization. "Our company is especially pleased to be working with the experts at BeyondWear and Parham Santana in this brand extension endeavour."

Aaron Spiegeland, VP brand strategy and licensing at Parham Santana, added: "We are thrilled to announce BeyondWear as a licensee of the Miss Universe Organization. Our experience working with them to rebrand and extend their global franchise has given us a great perspective from which to help them build and grow."

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