Company unveils plans to extend Hollywood icon into lifestyle licensing space.
Greenlight has introduced a new lifestyle brand which has been inspired by the timeless beauty and elegance of Sophia Loren.
Sophia Loren Home will include furniture, home décor and accessories (such as bed, bath, rugs and lighting), with Greenlight describing it as a reimagining of the classic glamour of Hollywood’s golden age.
Greenlight – which has been the exclusive merchandise and advertising rights agent for Sophia since 2014 – is working directly with her on the range, which will primarily target women aged 40+.
Tamra Knepfer, svp of Greenlight, commented: “As one of the world’s leading icons, with style and beauty at the heart of everything she represents, Sophia Loren is a natural fit for reinvention and extension as a lifestyle brand.
“We are thrilled to introduce Sophia Loren Home to the trade, bringing her vision for a luxurious yet affordable home brand to life.”
Tamra continued: “We are just starting discussions with potential anchor partners and retailers, with distribution ranging from specialty and department stores to mid-tier to mass for appropriate categories.”
While this is Sophia’s first foray into licensing, she has enjoyed success with a number of marketing partnerships over the years including with Dolce and Gabbana, Montegrappa, Coty, Damiani and an eyewear collection with Zylorware.
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