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Bee Line signs deal with Int'l Beauty for Laila Ali

19
Feb '10
Cherokee Inc. a leading licensor and global brand management company, announced that its client, Bee Line Inc. has entered into an exclusive license agreement for the Laila Ali Brand with International Beauty Brands. Detailed terms of the multi-year agreement were not disclosed, but it includes a wide range of beauty and personal care products.

Tony Eluck, President, International Beauty Brands, said, "We are excited to be part of Laila Ali's consumer product strategy. Our initial responses in the marketplace have been terrific and we look forward to having product in the market within the next six months."

Laila Ali said, "The Cherokee Group is the premier global licensing and brand management company around the world. They have worked tirelessly and hand-in-hand with my team at Premier Sports and Entertainment to develop a comprehensive consumer products division and strategy. Developing my own line of licensed products has been a goal of mine for a long time; so to be able to create and produce my inaugural line, and to do so with such a tremendous team of professionals is really exciting. And, this is just the first step in our collective vision developing into category and product reality!"

Jay Kester, Executive Vice President of Marketing for Cherokee Inc., said, "Laila Ali is a powerful and marketable franchise. This is only the first step in our global consumer products strategy for the Laila Ali Brand. We are currently in discussions for the development and distribution of additional merchandise categories including nutrition, health & wellness, sporting goods and apparel to compliment beauty and personal care."

Eric Kaufman, President, Premier Sports & Entertainment, said, "We are thrilled to be working with a team of proven experts in their respective fields in growing Laila's brand and launching her licensed consumer products division. As a world champion athlete, television personality, mother, wife, and daughter, she's emblematic of today's well-rounded, on-the-go woman, establishing a firm foundation for the expansion of her licensing program into many more categories in the near future."

Cherokee Inc


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