Keds, the nearly 100-year-old footwear brand owned by Collective Brands Inc., has enlisted the help of sourcing powerhouse Li & Fung to break into the apparel market for spring 2012 with its own take on classic American sportswear.
The line, which will include a broad range of men’s and women’s looks, will cater to Millennials, who are mostly in their 20s. Under the licensing agreement, Keds and the Regatta team at Li & Fung’s LF USA division will develop the collection. Li & Fung will be responsible for marketing and sales to boutiques and better department stores across the U.S.
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