Graj + Gustavsen to develop brand extension for ViX Swimwear

25 Mar '11

2 min read

Graj + Gustavsen, an integrated branding firm known for building consumer brands, announced that it has been retained by ViX Swimwear Inc to create a strategic brand extension and licensing platform that builds on ViX's position as an aspirational global lifestyle brand of swim and resort wear.

“Known for its beautiful, elegant and sexy style, ViX is one of the premier swimwear brands around the world,” said Ray Graj, Founding Partner of G+G. “Paula's sophisticated design sense and distinctive approach are perfectly inline with today's consumer and easily translates to multiple lifestyle categories. We look forward to working closely with Paula to develop a platform that extends her vision and introduces the ViX brand experience to new audiences around the world.”

As part of the agreement, G+G will work closely with ViX's management team to extend the ViX Swimwear brand and position it as a broader lifestyle brand for licensing. G+G is charged with establishing the aesthetic framework and brand platform for the ViX brand. G+G will also act as the exclusive licensing agent for the brand.

“Inspired by the fashion conscious world traveler, ViX embodies the spirit of the woman who has traveled around the world and turns heads wherever she goes,” said Paula Hermanny, Founder and Chief Designer of ViX Swimwear. “As we embark on the next chapter of our evolution, we are excited to be working with the team at Graj + Gustavsen. Their deep expertise in consumer brand positioning and insight into market trends makes them the ideal partner to bring the brand to life in new lifestyle categories.”

Founded by Paula Hermanny in 1998, ViX has evolved into one of the most sought after brands in swimwear. A wardrobe staple of celebrities and fashion-conscious women everywhere, the brand is at the forefront of the latest trends, producing innovative styles and designs reflecting an aspirational luxury lifestyle. The Company's products include swimsuits, tunics, sandals, cover-ups, dresses and sarongs.

Graj + Gustavsen Inc

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