Grendene launches one more global brand: Ipanema Gisele Bündchen
20 Mar '07
3 min read
At the Ritz hotel, Madrid, Grendene officially launches its new international brand Ipanema Gisele Bündchen – with the 2006-2007 collection. At the launch, Brazilian top model Gisele Bündchen will give a press conference to the European press, explaining the Y Ikatu Xingu – (“Save the Xingu Waters”) project.
The project aims to preserve, re-establish and protect the headwaters and riverbank forests of Brazil's 7,200-km Xingu river, in the Amazon basin – one of Brazil's largest, with rich biodiversity that has recently suffered from extensive deforestation. The Xingu National Park, in the Brazilian state of Mato Grosso, is home to 14 indigenous peoples, and has been suffering from pollution and destruction of areas adjacent to its rivers.
After four years of a name licensing partnership with top model Gisele Bündchen in Brazil for the Ipanema line of sandals and flip-flops, Grendene now moves to the international market with signature of a two-year contract, signed in September 2006 and renewable, for international sale of the collection for the next two years.
The launch of the Ipanema GB brand in the world market is part of Grendene's strategic plan for growth through promotion of recognized brands and expansion of marketing internationally. The first two brands promoted in this process of brand globalization will be Grendene's two brands Melissa and Ipanema GB.
The move is also part of a programme to position Grendene for sales of its next collections, establishing identification with the themes of sustainability and corporate responsibility.
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