KnitWell Group is venturing into licensing for Ann Taylor, a pioneer in American sportswear, for the first time in the brand’s 70-year history.
In a multiyear deal, KnitWell Group will work with IMG as its exclusive representative for the licensing of Ann Taylor in the US.
With a heritage rooted in workwear and a commitment to iconic silhouettes, colours and prints, the Ann Taylor brand has built a loyal following with more than 1.5 million active customers and millions of brand impressions on an annual basis.
The partnership with IMG will aim to extend Ann Taylor’s existing touchpoints and facilitate the brand’s entry into new categories and distribution channels.
The licensed categories will include a variety of complementary fashion and lifestyle products including sleepwear, intimates, outerwear, footwear, bags, fashion accessories, HBA and home. The new offerings will aim to complement Ann Taylor’s core product lines and align with the brand’s current market position.
“KnitWell Group is comprised of some of the most iconic American fashion brands, and Ann Taylor in particular has incredible brand recognition and potential for growth,” commented Deirdre FitzGerald, president of international, wholesale and licensing at KnitWell Group, which operates Ann Taylor. “IMG is a leader in the licensing space, and we are thrilled about the possibilities the partnership with them will bring in terms of market and product expansion, as well as the ability to reach an even broader customer base.”
Bruno Maglione, president of licensing at IMG, continued: “Ann Taylor resonates with today’s driven women who prioritise versatility and purpose, without compromising on quality, sophistication and style. We’re excited to deploy strategic licensing to further develop how Ann Taylor serves and interacts with both existing and new customers.
“Our aim is to expand the brand’s trust and affinity to new avenues through a wide range of distinctive products that deliver Ann Taylor’s legacy of American heritage, modernity and style.”
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