NEW YORK — Steve & Barry's, meet Laverne & Shirley.
The Port Washington, N.Y.-based retailer of licensed products that range from college logos to the lines of sports figures and actors has a new source of intellectual property: CBS' library of classic television shows.
Steve & Barry's and CBS Consumer Products, a division of CBS Entertainment, said Tuesday they have formed a new partnership that will provide the retail chain with access to iconic TV properties such as "The Little Rascals," "The Andy Griffith Show," "The Beverly Hillbillies," "The Brady Bunch," "The Love Boat," "The Twilight Zone," "Happy Days," "Laverne & Shirley," "Cheers" and "Beverly Hills 90210."
Financial terms were not disclosed.
"The CBS properties will be a great addition to our growing portfolio of licensed merchandise," said Andy Todd, president of Steve & Barry's. "Right now we are testing some initial designs in our stores. Visual merchandising decisions will be made at a later date, when the expanded collection of CBS branded apparel hits shelves."
The line will be rolled out to the 257-unit chain this year.
With the CBS deal, Steve & Barry's seems to be tapping into its original mandate of logo T-shirts and affordable jeans. The retailer's June introduction of Bitten by Sarah Jessica Parker raised awareness of Steve & Barry's, and surprised industry experts because the actress chose to be partners with the relatively small and then low-profile chain.
Bitten, a 500-piece collection of apparel, accessories and shoes, encompassing everything from suit separates and dresses to jeans and lingerie — all priced at $19.98 or less — was a turning point for Steve & Barry's. With Parker's fashion cachet, the launch was an immediate success. Before Bitten, the chain was known for college-licensed apparel that attracted more of a male audience.
"Overnight, we went to selling more women's products than men's products,'' Todd said after the launch. "It was company-changing."
Steve & Barry's stores, which average 60,000 square feet, already carry apparel from two current CBS prime-time shows, "Survivor" and "The Amazing Race," and sell apparel designs based on the original "Star Trek" TV series."The breadth of properties [in the new deal] has an enormously wide fan base, both in terms of gender and age," said PJ Pierce, director of licensing at CBS.
Steve & Barry's is CBS' first direct-to-retail partner. "This deal is the first time we've done anything like this," Pierce said. "Steve & Barry's is the hottest thing in retail right now. What they've done with Sarah Jessica Parker" is amazing.
The TV show characters "will appeal to people who didn't grow up with the shows," Pierce said. "There's a movement afoot with this retro stuff. Anybody of almost any age is going to know 'Marcia, Marcia, Marcia' from "The Brady Bunch," and Norm's [from "Cheers"] one-liners still exist in pop culture. You have generations that grew up with 'The Little Rascals.'" And for those who didn't, design capabilities exist to broaden the appeal, said Pierce, who oversaw the growth of the global licensing division of JLO by Jennifer Lopez at Sweetface before joining CBS.
CBS Consumer Products is working to maximize its portfolios. The division operates four stores. "We're looking at opening more of our own stores," Pierce said. "We're analyzing what's working and what's not working. We have some ideas we're germinating and we're looking at retail."
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)