Karen Millen signs licensing agreement to expand product categories

By

Barbara Santamaria

Published
Mar 7, 2018

Karen Millen, the British fashion brand, is looking to expand its product offering and enter new markets in partnership with licensing management company IMG.

The brand has appointed IMG as its worldwide licensing representative in an exclusive multi-year deal that will aim to take the premium British womenswear business into a global lifestyle powerhouse.

Karen Millen is well known in the UK for its style-led, feminine pieces, favoured particularly by women over 30. The partnership will see IMG target a range of product categories for Karen Millen’s licensing portfolio, including women’s swimwear, athleisure, lingerie, gifts, accessories and luggage, amongst others.

Beth Butterwick, CEO of Karen Millen, commented: “Our partnership with IMG marks the start of a new journey for Karen Millen and our customers, which will see us translate our distinctive design and attention to detail into a wider range of fashion and lifestyle products. It follows extensive customer research, which revealed a desire among Karen Millen women to extend their relationship with the brand into new product areas. We’re excited to introduce the new ranges in future collections.”   

Matthew Primack, Senior Vice President at IMG Licensing, added: “We are delighted to be partnering with Karen Millen – one of the UK’s leading women’s fashion brands with a rapidly growing international presence. We aim to support this expansion by creating partnerships with companies to deliver a roster of aspirational and beautifully designed consumer products to complement their existing collections that are enjoyed by so many of the brand’s fans around the world.”

Karen Millen has currently more than 360 stores in more than 65 countries across six continents.