NEW YORK — The wheels are in motion for Beyoncé’s new clothing line, The House of Deréon.
Beyoncé, along with her mother, Tina Knowles, said Wednesday they had signed a licensing agreement with Tarrant Apparel Group, a leading Los Angeles-based private label manufacturer, to produce a young contemporary sportswear collection for fall retailing. And it’s the first of several deals aimed at building Beyoncé’s house into a major brand
“I’m so excited,” said Beyoncé in an exclusive interview Wednesday with WWD. “My mother and I have been talking about this for years. We’ve been working so hard, and it’s finally coming together.”
In May, the Knowleses created Beyond Productions LLC with Jason and Arthur Rabin and Cory Silverstein of Wear Me Apparel/Kids Headquarters, which is based here. The licensing agreement with Tarrant was orchestrated by Beyond Productions.
“The collection is young contemporary,” Beyoncé said. “But it really appeals to any fashionable, trendy woman — any woman who loves to be sexy.”
Gerard Guez, chairman of Tarrant, predicted the sportswear collection for The House of Deréon would generate a wholesale volume of between $30 million and $50 million in its first year.
But the Tarrant deal is only the beginning. While sportswear is at the heart of The House of Deréon, consumers can expect to see a full range of merchandise rolling out over the next few years.
“For the 2005 calendar year, you can expect sportswear, outerwear, women’s bags and women’s shoes,” he said. “As we roll into 2006, we’ll get into lingerie and jewelry.”
Beyoncé also said she has hopes for a fashion show to launch the spring collection.
“We definitely are doing a show,” she said.
“For the spring collection, we’re planning a runway show,” Tina echoed. “It’ll be big.”
The House of Deréon is the latest celebrity line aimed at the runway. Sean John has been showing its men’s wear line in New York for several seasons and Jennifer Lopez will show in New York for the first time in February.
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