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Joseph Abboud Breaks Into New Categories With Sleepwear Launch

The Joseph Abboud brand is looking to cash in on the comfort and casualization trends brought on by the Covid-19 pandemic by breaking into sleepwear and loungewear for the first time.

The brand’s owner, WHP Global, has entered into a licensing agreement with textile manufacturer Intradeco Apparel, Inc. to design, develop and distribute a new collection of Joseph Abboud men’s sleepwear and loungewear that will launch in spring 2022.

The new offering will feature a full line of pajamas, coordinated sleep sets, robes and pajama shorts for men.

“We are excited to partner with Intradeco to extend the Joseph Abboud brand into a rapidly growing category in the men’s market. Intradeco’s collection of elevated loungewear will deliver the hallmark Joseph Abboud comfort, quality and style to our loyal customers online and in stores,” Stanley Silverstein, chief commercial officer, WHP Global, said in a statement.

The collection will be available at department stores and specialty stores throughout the U.S. and Canada, but WHP did not state what retailers it has partnered with, or how many stores it anticipates it will sell in.

Intradeco has manufactured licensed brand products for Wrangler, Wolverine, Izod, Van Heusen, Russell Athletic, Fruit of the Loom, fishing apparel brand Guy Harvey, work gloves brand Wells Lamont, among others. The company manufactures its merchandise out of facilities in El Salvador, operates a distribution center in Miami, and produces a range of apparel from activewear, high-performance hunting clothing, thermal underwear, workwear and sleepwear.

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“Intradeco is thrilled and very proud to announce our new relationship with WHP Global and the addition of the Joseph Abboud sleepwear brand to our collection of men’s sleepwear apparel,” Terry Trofholz, executive vice president of Intradeco Apparel, said in a statement.

WHP is looking to get more out of the Joseph Abboud brand beyond its traditional heritage of ready-to-wear and customized men’s wear. Earlier in 2021, WHP signed a licensing agreement with Bespoke Fashion LLC for a collection of men’s socks for the brand. The new line of men’s casual and dress socks is expected to be in stores for the fall season.

In a separate deal, WHP entered into a licensing agreement with SportLife Brands to design, develop and distribute a new Joseph Abboud line of men’s and boys’ underwear, undershirts, base-layer, thermals and boys’ sleepwear. The new offering is slated to launch for spring 2022 and will be available at retail throughout the U.S., Canada and select international retailers.

Together, Joseph Abboud, JOE Joseph Abboud and Bespoke Joseph Abboud generate more than $700 million in global retail sales with product distributed by partners including Tailored Brands, Marchon Eyewear and E-Gluck Watches in the U.S. and Onward Kashiyama in Japan.

The brand management firm acquired the men’s wear label from Tailored Brands for $115 million in January 2020, with the companies entering into a licensing agreement to continue Joseph Abboud sales in Men’s Wearhouse and Jos. A. Bank stores. At the time of the acquisition, WHP said it wanted to expand the brand both internationally and into new categories.

Joseph Abboud is one of two major brands in the growing stable at WHP, which acquired women’s fashion label Anne Klein upon launch in July 2019. Like Joseph Abboud, Anne Klein has expanded into new categories, with the brand debuting its first denim collection in fall 2020 and prepping to launch a line of intimates this fall. Additionally, WHP has brought the women’s brand to new markets including China, Mexico and India.

Alongside its two brands, WHP is betting on a revival of Toys ‘R’ Us, with the firm recently acquiring a controlling stake in the retailer from Tru Kids Inc. for an undisclosed sum. The deal also includes Babies ‘R’ Us, the likeness of mascot Geoffrey the Giraffe and over 20 established consumer toy and baby brands, which WHP manages under the Toys ‘R’ Us umbrella.

In total, WHP says it manages more than $3 billion in retail sales across its portfolio of brands. The company also launched its own e-commerce platform, WHP+, for budding direct-to-consumer brands. The platform includes full in-house operations like technology, data analytics, logistics, creative and digital marketing.

The brand management firm is backed by a $350 million equity commitment from funds managed by Oaktree Capital Management with a leverage facility provided by funds managed by BlackRock.