Bosideng to grow Rocawear brand

02 Jun '09

3 min read

Iconix Brand Group Inc announced that Iconix China, its 50-50 joint venture with Novel Fashion Holding Limited ("Novel"), is continuing its expansion plans with the development of its Rocawear brand in Greater China.

The new partnership is with Bosideng International Holdings ("Bosideng"). This is the third deal for Iconix China in the past year. Iconix China previously signed an agreement with DoRight for its London Fog brand and an agreement with Mecox Lane Limited for its Rampage brand.

Bosideng will manufacture and distribute Rocawear men's and women's products in Greater China. Bosideng will launch in Spring 2010, and plans to open over 300 Rocawear free-standing stores and shop-in-shop concepts within the next three years.

Neil Cole, Chairman and CEO, Iconix and Silas Chou, Chairman, Novel, jointly commented, "This new partnership shows the strength of the Iconix portfolio internationally. In less than one year, Iconix China signed major partnerships for three brands, Rampage, London Fog and Rocawear. Rocawear is an internationally recognized brand with a strong consumer following that will allow us to grow the business and continue to expand throughout China."

Shawn "Jay-Z" Carter, Co-founder, Rocawear, commented, "When Iconix purchased the Rocawear trademark two years ago, Neil Cole and I made a commitment to building Rocawear into a global lifestyle brand. Our expansion into China is a validation of our joint efforts to bring an authentic interpretation of American fashion to young people around the world."

Veronica Chou, President of Iconix China stated, "We are pleased to partner with Bosideng to grow the Rocawear brand in China. Bosideng is a leader in their field and we are certain in Bosideng's ability to utilize their supply chain management and extensive distribution networks to quickly position Rocawear in the Chinese market."

Gao Dekang, Chairman of Bosideng said, "Our strong retail networks promise to bring the Rocawear brand and it's highly sought after designs to the Chinese customer. We are delighted to partner with Iconix China on this exciting new venture to develop the Rocawear brand."

Rocawear is a leading lifestyle brand with a wide range of customers and categories including men's and women's sportswear, footwear, outerwear, handbags, belts, loungewear, headwear, jewelry, sunglasses and children's clothing. Since its inception in 1999, its appeal has expanded beyond national borders to become a brand of international significance with annual retail sales of over $700 million.

Iconix China, formed in September 2008 and based in Hong Kong, was established to develop and expand the Iconix portfolio of brands in Greater China.

Bosideng is an established apparel company in the People's Republic of China. Its retail distribution network comprises about 5,800 retail outlets covering more than 65 cities across the nation, selling down apparel under its six core brands including "Bosideng," "Snow Flying," "Kangbo," "Bingjie," "Shuangyu" and "Shangyu."

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