IMG has secured a new partnership with the digital media and entertainment company for young women, Refinery29, to extend its presence through new licensed consumer product initiatives.
As its first global licensing representative, IMG will explore opportunities within categories including health and beauty, apparel and accessories, office and home, bedding and decor.
The pair will work together to license content to brands that share Refinery29’s mission to be a catalyst for empowering women.
Refinery29 boasts a global audience of more than 425 million across its platforms both online and offline.
Van Kokeh, licensing director, IMG, said: “Refinery29 is one of the most relevant and trusted brands in today’s market, championing women through credible content, meaningful experiences, positive impact and inclusive storytelling.
“Together, we will identify partners that are aligned with their core values to create thoughtful and inclusive products that are relevant to their customers.”
Sarah Personette, chief operating officer, Refinery29, added: “We are excited to expand our direct to consumer business to forge deeper connections with our audience and create additional opportunities to better serve her across a variety of categories.
“IMG’s proven ability to licence premium content with relevance and scale will further drive awareness of Refinery29 as a discovery platform for consumers and brands.”