Sequential announces expansion plans for Ellen Tracy Brand

26 Nov '13

2 min read

Sequential Brands Group announced several initiatives for its brand Ellen Tracy that include new international distribution in South Korea, renewed partnerships with three licensees, and a new category extension.

In addition, to mark the 65th year of the brand's founding next year, a fully integrated marketing campaign is set to launch in 2014 that is expected to add momentum, strengthen visibility and expand the consumer base, while preserving the brand's timeless heritage.

"This is an exciting time for Ellen Tracy," said Rick Platt, Group President of Sequential Brands Group. "What began as a women's blouse company has evolved to an offering of over 30 product categories, experiencing 4 years of consecutive double-digit retail sales growth. Developing brands into full lifestyle collections by working with blue-chip partners is the core competency of our business, and the success of Ellen Tracy is a key example of our formula."

Ellen Tracy launched in South Korea with licensing partner DHOW Enterprise Company featuring apparel, bags and footwear. Ellen Tracy also has growing retail distribution in Canada, Europe and certain other parts of Asia.

License agreement extensions for Ellen Tracy were completed recently with G-III Apparel Group, Ltd. for outerwear and dresses; Palm Beach Beauté for fragrance; and Concept for watches.

Wayne Miller, COO of G-III commented, "We have been involved with the Ellen Tracy brand for many years and believe the timeless heritage and brand reputation will ensure future growth throughout the world. We are thrilled to continue our partnership with Sequential and the Ellen Tracy Brand."

Harold Ickovics, CEO of Palm Beach added, "Fragrance is a natural fit for the Ellen Tracy modern woman and we are thrilled to continue to infuse the legacy and DNA of the Ellen Tracy Brand into our product."

Separately, a new license was signed with Shason to launch a line of high-end handmade rugs for Ellen Tracy, debuting at retail in 2014.

Sequential Brands

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