Everlast apparel and footwear will be available exclusively at Sears and Kmart stores beginning next year.
On Thursday, the $500 million fitness brand revealed it has signed an exclusive long-term licensing deal with Sears Holdings Corp. for apparel, footwear and accessories for men, women and children. Under the terms of the deal, the Everlast brand will be sold in 850 Sears stores, and a new diffusion brand, Everlast Sport, will be available in 1,325 Kmart locations. The product will also be available online.
“Our parent company [Brands Holdings Inc.] bought this brand three years ago,” said Neil Morton, chief executive officer of Everlast. “And since then, we’ve been looking at the structure of the business and the opportunities both regionally and globally. In the U.S., we believe that a direct-to-retail partner is the best way to get the product into the consumers’ hands.”
He said that in traditional sporting goods stores, where Everlast has been sold, space is “locked down with Adidas, Nike and Under Armour,” Morton said. “They control an enormous amount of [floor] space.”
Because Everlast offers “ath-leisure” merchandise as well as technical apparel, he said, “we wanted a partner who could offer us both. And sporting goods stores were just not working for us.”
Everlast decided to go with Sears, Morton said, after meeting with John Goodman, the company’s executive vice president for apparel and home. “We really bought into his vision and the way he’s repositioning the business,” Morton said. In February, Sears will launch UK Style by French Connection, a new line created by the London-based French Connection. Goodman has also committed to adding other labels, particularly in young men’s, juniors and tweens; improving the store experience with 200 stores recently upgraded with new fixtures, mannequins on platforms and fresh paint, and opening a San Francisco buying office for the Sears and Kmart divisions, staffed with 200 merchants involved in product design and development, shopping the markets and seeking brands.
“With this agreement, we will add an authentic fitness brand to our Sears and Kmart stores, offering quality apparel and footwear to our customers from a brand they know and trust,” Goodman said.
The Everlast product will be launched in the spring and be supported by national advertising, public relations, social media and sports marketing campaigns starting in 2011.
Everlast hard goods will continue to be offered at sporting goods and sports specialty retailers around the U.S.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews