Epic Rights partners with pop icon to debut new range of branded merchandise.
Pop icon Britney Spears is looking to grab a piece of the licensed merchandise market, teaming up with Epic Rights to launch a new fashion and lifestyle collection.
Britney – who enjoyed a successful four-year Las Vegas residency with her Britney: Piece of Me show, which she will take on tour later this year – already has one of the bestselling fragrance lines of all time, with Elizabeth Arden.
Epic Rights will be looking to expand her brand presence globally, targeting categories including fashion apparel, hair care, accessories, exercise and electronics.
“Britney continues to be one of the biggest pop stars in the world with numerous multi-platinum records and awards over the past 20 years,” said Dell Furano, ceo of Epic Rights. “As a passionate artist, successful businesswoman and devoted mother, her strive for excellence is unparalleled.”
Larry Rudolph, who manages Britney, added: “We see this new lifestyle collection as Britney’s next step in connecting with her legions of loyal fans around the globe.
“Sharing her style and fashion sense through products she has developed is a testament to her authenticity as well as her commitment to and appreciation of the fans that have made it all possible.”
The retail launch for the programme is anticipated to be spring 2019.
Britney added: “I am excited to collaborate with Epic Rights to create a new contemporary lifestyle collection.”
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