Kathy Ireland wants to make things easier for families, and she’s assembled a big family of licensing partners to do just that.
Since teaming with Moretz Mills for socks in 1993, Kathy Ireland Worldwide has signed license agreements with about 30 companies to produce Kathy Ireland branded goods that rack up close to $2 billion in retail sales. About half of the licenses are in the home category, for which Nebraska Furniture Mart and Raymour & Flanigan are two of the brand’s largest retailers, but KIWW has been pushing to broaden its license portfolio to diminish its reliance on home and to serve its customers’ many needs.
The company concentrated on building its business in home products in 2003, after it cut its exclusive ties to Kmart, where apparel was Ireland’s strong suit, and only recently has seriously reentered the apparel arena. Within the last two years, KIWW has delved into special occasion and wedding dresses with Mon Cheri Bridals, intimates with Panties Plus Inc., and fur items with American Legend.
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