Retailer to launch homewares and fashion accessories after deal struck by CAA-GBG.
High street retailer M&Co is tuning up for a significant launch of homewares and fashion accessories in collaboration with Military Wives Choir.
This is the first time that Military Wives Choirs has partnered with a retailer and also represents something of a step change for M&Co on the licensing front.
The collaboration (which is part of a two year commitment) came about as a result of a meeting between M&Co’s head of buying Julia Redman and Lisa Shapiro, senior vice president of CAA-GBG, which is managing the licensing for Military Wives Choir.
Julia told The Source: “I have the utmost respect for the Military Wives Choir, everything they stand for and achieve. We will soft launch the collection on October 23 with a big launch event planned for November 1, coinciding with the opening of our largest ever store, in Durham.”
To further promote the range (of which a percentage of profits will be donated to the charity), there will be Military Wives Choirs performances in various M&Co stores, as well other in-store activity and town events.
The collection spans kitchen accessories, home fragrance, home furnishings, socks and scarves in a stylish purple. Depictions of allium, the flower of the military child, feature on the products.
The Military Wives Choirs’ album – Home for Christmas – will also be sold alongside the range in the 135 M&Co stores.
Lisa Shapiro, senior vice president of CAA-GBG, said of the partnership: “It is a privilege to be working with the Military Wives Choir and find such a perfect home for its first ever retail collaboration.
“M&Co from day one has demonstrated a commitment to MWC and as the relationship has developed, it has revealed that both parties share so many similar brand values – community spirit, quality, friendship.”
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