B.U.M. Equipment has signed three new licenses.
The New Jersey-based company, which celebrates its 30th anniversary this year, has signed a license with Sheralven Enterprises Ltd. for fragrance and bath, and International Intimates Inc. for boys’ and girls’ underwear and sleepwear that’s sized from toddler to 18. This license also includes a separate category for girls’ activewear sized from toddler to 18. Each license will be available for shipping in 2017.
“I became interested in B.U.M. because it is an internationally recognized brand that complements our current kids’ portfolio,” said Rene Rofe, founder of International Intimates. “With the resurgence of retro brands and the styles being so popular with the current youth culture, we recognize the potential of B.U.M. Equipment as a natural extension into kids sleepwear, underwear and girls’ activewear, which will include sports bras and ath-leisure styles. This is a heritage lifestyle brand that has a newfound longevity and we are very excited to introduce B.U.M. Equipment to a whole new generation of Millennials.”
Earlier this year, B.U.M. Equipment, which has been owned since 1997 by B.U.M. Equipment LLC, a privately held licensing and marketing company, relaunched its apparel line with a 30th anniversary collection of sweatshirts, T-shirts and shorts for fall.
The idea was sparked by Rihanna, who was photographed coming out of a recording session with Drake last summer wearing a vintage B.U.M. Equipment sweatshirt.
Since the relaunch in July, the brand has signed seven licenses including fragrances, men’s underwear, infants and toddler boys’ sportswear, hosiery, ophthalmic eyewear, children’s sleepwear and underwear, and girls’ activewear. This is in addition to the core products for men’s and women’s, which is being overseen by B.U.M. directly.