By  on September 19, 2005

NEW YORK — Jeffrey Tweedy has moved into Beyoncé and Tina Knowles' House of Deréon.

Tweedy has become chief executive officer and president of the sportswear collection (a new position), which is licensed to Tarrant Apparel Group, a Los Angeles-based private label manufacturer.

"It's really exciting," said Tweedy, who is based in the House of Deréon offices at 1450 Broadway here. "I love the excitement that Beyoncé and Tina have in building the House of Deréon. The strategy is to launch it in a limited distribution, but it's important that the product is urgent and developed."

In February, Tweedy exited Sean John, where he had been since the company's inception in 1998. As executive vice president of sales and marketing, he was instrumental in building the men's wear business into a $450 million retail operation.

The House of Deréon collection is named after Beyoncé's grandmother, Agnes Deréon, a seamstress who made women's clothing for private clients. Tina, Beyoncé's mother, was the stylist and designer for Destiny's Child, her daughter's Grammy Award-winning group.

"First and foremost, you must understand the legacy that the Knowleses have," Tweedy said.

"I'm not building a celebrity brand," he said. "I'm building a credible product, and throughout our team, we want to develop great products."

In May 2004, the Knowleses created Beyond Productions with Jason and Arthur Rabin and Cory Silverstein of Wear Me Apparel/Kids Headquarters here. The partnership provides the infrastructure for licensing and brand management for House of Deréon.

The contemporary collection was licensed in January to Tarrant Apparel Group, and last March, a licensing agreement was signed with G-III Apparel Group here to produce a capsule outerwear collection. A licensing agreement was signed in July with Tendler Furs here to design, manufacture and distribute fur outerwear and accessories for the collection. The lines will be distributed to 450 stores around the country in November.

Another former Sean John employee, Dorian Thompson, will join Tweedy and House of Deréon as senior account executive.

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