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Payless extends footwear deal with designer label Lela Rose

03
Jun '08
Payless ShoeSource and fashion designer Lela Rose announced that they have signed a new multi-year agreement for Rose to continue to design her popular collection, Lela Rose for Payless, available exclusively at the footwear retailer.

To further expand the partnership and draw from Rose's 2007 launch of her wedding collection, Payless and Rose have also agreed to Rose designing Unforgettable Moments by Lela Rose, a special occasion collection exclusively for Payless initially due out in early 2009.

Lela and Payless initiated their relationship in September 2006 to launch the Lela Rose for Payless seasonal collection, a line of original footwear and accessory designs created in conjunction with Lela Rose's ready-to-wear clothing.

Together, the footwear and clothing collections are unveiled on the runway at Lela Rose's New York Fashion Week show. Payless makes the designer collection available in stores and at payless.com for under about $40 an item.

The new multi-year agreements include four seasonal Lela Rose for Payless collections per year, as well as having Rose continue to design a line of infant and toddler shoes under the brand name Teeny Toes Lela Rose Collection.

Inspired by the birth of her daughter, Rosey Potter Jones, the line was first launched as an infant-only collection in spring 2008.

The line will continue to be inspired by Rosey and, reflective of her growth, it will expand to toddlers and also include "me too" styles that mimic the shoes from the seasonal women's line.

Based on the tremendous positive consumer reaction and the first-time shoppers that the Lela Rose designs have lured to Payless stores, this new deal expands the partnership further into Rose designing a special occasion dyeable line of shoes under the label Unforgettable Moments by Lela Rose.


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