Macy's to launch KCP REACTION men's sportswear
Macy's Inc and Kenneth Cole Productions Inc announced that they will launch a new, exclusive collection of men's sportswear in fall 2010. Under their strategic alliance agreement, Macy's will be the sole department store retailer of the new Kenneth Cole REACTION men's sportswear line within the United States and its territories.
The new REACTION men's sportswear collection will be geared toward cool millennial men with an energetic, downtown sensibility. It will include a special focus on denim, graphic tees, and woven shirts, and will appeal to a younger, more casual and price-conscious consumer than the more sophisticated Kenneth Cole New York collection. This new line will build on the historical success of REACTION at Macy's in other men's classifications, including footwear, outerwear, tailored clothing, dress shirts and ties, classification pants, bags and luggage, small leather goods, belts, men's jewelry, sunglasses and fragrance. With the addition of the men's sportswear category, REACTION will now be able to offer the Macy's man a complete lifestyle collection that satisfies his wardrobe needs from work to weekend.
The new collection will launch in September 2010 in 150 Macy's stores and online at macys.com. It is ultimately slated to grow to 550 doors, consistent with the existing REACTION brand penetration in other categories. The launch will include a roll out of new REACTION shop-in-shops in prime locations in Macy's stores across the country.
The distribution of all other men's and women's REACTION classification products will remain unchanged. The Kenneth Cole New York brand will maintain its current distribution in select better department and specialty stores as well as in Kenneth Cole retail stores worldwide. It will continue to be carried in select Macy's stores.
"The launch of this new men's sportswear collection with Macy's presents an extraordinary opportunity to add incremental growth to our business," said Jill Granoff, chief executive officer of Kenneth Cole Productions. "Macy's is one of America's most iconic retailers and has consistently been one of our most important partners. Together we have experienced great traction in various categories under the REACTION brand, and we believe that men's sportswear is the perfect opportunity to continue to develop our business and our partnership."
Terry J. Lundgren, Macy's, Inc. chairman, president and chief executive officer said, "Kenneth Cole is a name that is synonymous with updated style, and is recognized and preferred by many of our customers. By bringing the new REACTION men's sportswear collection exclusively to Macy's, we are continuing to differentiate our assortment and provide additional options for the man who wants to look and feel his best. REACTION will be a significant asset to our men's store."
Kenneth Cole, chairman and chief creative officer of Kenneth Cole Productions, said, "Terry and the Macy's team have always been terrific strategic partners. Over the years we have shared a common goal of offering modern, accessible fashion to the marketplace. With the launch of the new REACTION men's sportswear line, we have the opportunity to build on the proven success of the brand. We will be able to enhance our relationship not just with Macy's, but with our many loyal and supportive customers."