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FAM Acquires Bally Total Fitness Active Brand

The company plans to launch two additional lines bearing the Bally Total Fitness label.

FAM Brands LLC has acquired the rights to the Bally Total Fitness name in North America for apparel, accessories, food and beverages.

FAM, a specialist of women’s activewear and bodywear by Marika and The Balance Collection with wholesale revenues in excess of $100 million, has been the Bally Total Fitness licensee for women’s active apparel and active-related accessories for 10 years.

 

The company plans to  launch two additional lines bearing the Bally Total Fitness label: A men’s collection of active and performance separates for spring 2014, and an activewear line aimed at tweens for fall 2014.

“We do [licensed] men’s activewear for Eddie Bauer and now we’ll be doing Bally Total Fitness for men for the first time,” said Carrie Henley, executive vice president of sales at FAM. “We’ll be creating a new Web site within the next six months for our Bally Total Fitness products, and we’ll have a public relations and marketing strategy that will include bloggers and social media.”

A purchase price was not available. However, the combined men’s, women’s and girls’ lines by Bally Total Fitness could generate wholesale sales in excess of $20 million the first full year, according to industry estimates.

Henley said a trendy line of activewear by Marika will kick off the entry into the tween market with a back-to-school collection this fall.

“We did research on tweens with informal focus groups and asked girls what colors they liked and where they stand on prints. It will be an affordable girls’ line that’s fun and quirky, and it’s something we’ll be adding to Bally as well,” said Henley.

Styles for tweens will include leggings, yoga pants, tank tops, running shorts and sports bras in neon colors and graphic prints including a leopard pattern. Logos will include “Eat my Dust” and “Love” and “Hope.”
Prices have not been finalized for either the girls’ or men’s lines.

This is FAM’s third acquisition since January 2012 when the Commerce, Calif.-based company bought Teháma Inc., a specialist of upscale casual sportswear, weekendwear and high-end golf apparel for men and women. The Teháma brand was created in 1997 by Clint Eastwood and designer Nancy Haley. FAM purchased the Peace & Pearls brand of contemporary sportswear tops, dresses and knits in June.