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Marika Grows Licensed Products Portfolio

The FAM Brands division has signed a multiyear agreement with Glance Eyewear, which will complement the existing Marika active apparel agreements.

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FAM Brands LLC is growing its portfolio of licensed products.

Marika, the largest activewear division of $250 million FAM Brands, has signed a multiyear licensing agreement with Glance Eyewear for women’s sunglasses, reading glasses and related eyewear accessories bearing the Marika name.

The first collection will be unveiled in August for spring 2015. Suggested retail will be $28 to $38. The collection will consist of 18 to 24 styles in active and lifestyle looks. Best-selling frame shapes such as aviators, wraps and updated classic styles will be the focus, with advanced lens technology that prevents reflective glare and protects the eyes and skin around the eyes.

The new licensee will augment the brand’s expanding portfolio of licensees and complement the existing Marika active apparel. In 2013, Marika signed two multiyear licensing agreements: a deal with Wiesner Products Inc. to manufacture women’s hosiery and athletic and active socks bearing the Marika name, and a venture with SG Cos. to produce athletic and casual footwear for women.

A first-year wholesale sales projection was not available, but eyewear by Marika could generate sales in excess of $5 million the first year, according to industry estimates. Marika active apparel was launched in 1982.

John W. Spotts, executive vice president of licensing and international and business development for FAM Brands, said, “Both Marika and Glance Eyewear are experts in their product categories and have strong retail relationships, design and sales teams, as well as expertise in product development. We are certain they will flourish with the Marika brand.”

Glance Eyewear has been an industry specialist for nearly 40 years. Alexander Wu, executive vice president of Glance, said the partnership will create eyewear that combines fashion and function.

“Marika sunglasses will provide great frame styles and marry them with superior lens technology that reduces direct, reflective and bounce-back glare,” explained Wu. “Glare causes squinting and affects the sensitive skin around the eye, which is very susceptible to wrinkles and the negative effects of UV exposure. Our lens technology reduces this process by providing 100 percent UV protection and glare protection.”

In other developments, Marika has signed on with the Entertainment Industry Foundation as a double-platinum sponsor of the 21st EIF Revlon Run/Walk for Women for the brand’s second year of involvement. The 2014 events will take place in New York on May 3 and in Los Angeles on May 10. The New York race will start in Times Square and finish in Central Park, where there will be a health expo as well as a survivor ceremony. The Los Angeles race will take place at the Los Angeles Memorial Coliseum at Exposition Park.

National sponsors for the 2014 events include: title sponsor Revlon, double platinum sponsors Marika and Toyota, as well as additional companies at the basic platinum and award levels. Marika is also sponsoring the $250, $400 and $750 fund-raising levels and will set up booths in both New York and Los Angeles. There will be giveaways to all participants and visitors as well as products for sale. Participants who raise $250 or more will receive arm wallets (1,300 will be available), those that raise $400 will receive Marika capri leggings (1,200 pairs) and fund-raisers at the $750 or more level will receive a Dry Wik jacket (700) from the Marika collection.

Marika handed out water bottles at the finish line of last year’s events, which combined, attracted 35,000 participants.

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