London-based international fashion brand Karen Millen has partnered with IMG to extend its licensed product range in a multi-year deal.
With the new partnership, Karen Millen seeks to expand its overall product offering and open new channels of distribution in partnership with licensees. As the brand continues to evolve from a well-established, premium British women’s fashion brand into a global lifestyle brand, licensing will play an important part.
The fashion brand was first established in 1981 offering style-led fashion pieces for women of all ages. The brand now boasts more than 360 points of sale across more than 65 countries.
IMG will target a range of product categories for Karen Millen’s licensing portfolio, including women’s swimwear, athleisure, lingerie, gifts, accessories and luggage, amongst others.
“Our partnership with IMG marks the start of a new journey for Karen Millen and our customers, which will see us translate our distinctive design and attention to detail into a wider range of fashion and lifestyle products," said Beth Butterwick, CEO, Karen Millen.
"It follows extensive customer research, which revealed a desire among Karen Millen women to extend their relationship with the brand into new product areas. We’re excited to introduce the new ranges in future collections.”
Matthew Primack, senior vice president, IMG Licensing, added: “We are delighted to be partnering with Karen Millen – one of the UK’s leading women’s fashion brands with a rapidly growing international presence. We aim to support this expansion by creating partnerships with companies to deliver a roster of aspirational and beautifully designed consumer products to complement their existing collections that are enjoyed by so many of the brand’s fans around the world.”