Lowrider & Ann's Trading jointly to make women's accessories

30 Aug '05

3 min read

PRIMEDIA Enterprises, the worldwide brand licensing division for PRIMEDIA Inc (PRM), announced it will produce a Lowrider-branded merchandise line with Ann's Trading, a leading manufacturer of home textiles and accessories.

The new line will include women's accessories and products for the home. This collaboration with Ann's Trading comes on the heels of Lowrider's foray into the juniors apparel market and underscores consumers' loyalty to the Lowrider brand and the demand for branded products beyond the magazine.

"As a consumer brand, Lowrider holds tremendous value and equity and we're thrilled about extending its reach through creative additions to its robust merchandise mix," said Julia Wisby, licensing manager of Ann's Trading. "Lowrider is a great example of how a brand can create an all-inclusive lifestyle."

The new products are designed to reflect the creativity and individuality synonymous with the Lowrider brand and the lowriding lifestyle. The collaboration introduces a range of home and women's accessories that includes bedding, blankets, rugs and towels, handbags, travel/duffel bags and back packs, as well as cell phone cases and check book covers. The line will roll-out in late 2005 at leading national specialty, grocery and wholesale retailers, as well as through catalogs/direct mail.

"People immersed in the lowriding phenomenon want to pull their love of the lifestyle into what they wear, how they accessorize and how they decorate their home," said Jacqueline Blum, president of PRIMEDIA Enterprises. "The enthusiast is a unique kind of consumer and the market opportunity they present is significant. Through a program of creative extensions, the Lowrider brand encourages this growing base of enthusiasts to form strong affiliations and stay connected to their passions."

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