Heelys, a subsidiary of Sequential Brands Group known for its children’s footwear with wheels, announced its expansion into activewear.
The brand entered into a long-term license agreement with Sugar Plum NY, a leading children’s apparel distributor, to produce a children’s activewear collection. The girls’ collection will launch in Spring ’18, followed by the boys’ line slated for Holiday ’18.
Both collections will complement the brand’s range of children’s footwear and backpacks.
“In the past four years, Sequential has reinvigorated the Heely’s brand, more than doubled the core business in footwear with our partner BBC, and expanded to new categories, first in backpacks and now in activewear,” said Chad Wagenheim, Sequential Brands Group EVP, strategic development. “We believe the brand is well positioned for continued growth, and this new launch will further strengthen Heelys as a lifestyle brand in the global market.”