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Mudd, Mossimo Move Past Fashion With New Home Goods Licensing Deals

Home is where Iconix Brand Group wants to be.

The licensing firm is taking a two-pronged approach to growing its reach in the popular home space, inking new deals for portfolio brands that already have a footprint in the category while some labels are making their first foray into soft home textiles.

Six Iconix brands soon will have a presence in the home category for the first time. Juniors’ denim brand Mudd and California lifestyle brand Mossimo will expand into bedding, bath and utility products courtesy of a new licensing partnership with Mainstream. JS Royal, meanwhile, has signed a new deal with Ocean Pacific and Candie’s to bring those brands into the bedding, window, shower curtains and decorative pillows space.

Joe Boxer is set to launch body pillows, sheets, comforter sets, and throws through a partnership with licensee Cathay Home. And Material Girl, the brand Madonna started with her daughter, signed with Pem America with a vision to shake up the tween fashion bedding and bath categories. This marks an expansion of Pem America’s existing relationship with Iconix, building on its licensing partnerships for luxury home brand Charisma, everyday brand Cannon and London Fog.

In addition to a robust home presence with Charisma and Cannon, the brand management firm’s other home brands include Waverly, Fieldcrest and Royal Velvet.

Among the new licenses, Fieldcrest has a three-year agreement with Keeco as its new North American licensee across the bedding, bath and window categories. “Fieldcrest has a strong heritage and high brand recognition in the home industry,” Christopher Grassi, Keeco’s president and CEO, said. “We look forward to capitalize on our expertise in home textiles to bring Fieldcrest to even more consumers through our new partnership with Iconix.”

Waverly is working with Himatsingka America as its North American licensee for bath rugs, towels and beach towels. “We are excited to grow our relationship with Iconix and work with them on the Royal Velvet, Waverly and Ocean Pacific brands,” Julie McKenzie, Himatsingka America’s CEO, said. Separately, mattress manufacturer Reverie has a multi-deal licensing deal for both Waverly and London Fog, which Iconix also owns, for the U.S. and Canada.

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Cannon inked an agreement with Mainstream International as its North American licensee for everyday kitchen textiles, table linens and bath towels. “As we evolve our business model and expand into working with established brands, Iconix is an ideal partner,” David Bennett, Mainstream’s president and CEO, said. “We see great potential in the home space for the impressive brands in the Iconix portfolio.”

Charisma, the luxury home brand, is teaming with Soft-Tex International as the North American licensee for performance memory foam bedding products, such as pillows, toppers, mattresses and other accessories. The luxury brand also signed with Pink N Blue to take the brand into the baby category across the U.S., Canada and the U.K. for layette, throws, hooded towels, bedding sets, gift sets and bibs, to name a few of the product lines. On the international front, Iconix renewed its longstanding licensing agreement with Bycop SAL for another 10 years. The renewal agreement includes the Cannon, Charisma, Fieldcrest and Royal Velvet brands for distribution in the Middle East.