Menomonee Falls, WI—Jennifer Lopez and husband Marc Anthony have collaborated on song duets, music videos and film projects. Next up for the tabloid world’s favorite couple: an exclusive deal with Kohl’s for two contemporary lifestyle brands that will be rolled out at the department store in Fall 2011.
The deal, which estimates say could translate into $3 billion in sales, marks the first time a husband and wife will design and launch simultaneously collections for a single retailer. MESH, a division of LF USA and partnership between LF USA and Star Branding, will sub-license the Jennifer Lopez and Marc Anthony brands exclusively to Kohl’s under a long-term agreement.
Kevin Mansell, Kohl’s chairman, hailed the deal on Thursday, saying JLo and Anthony “the most successful and talented couples in the entertainment business.” “We have every confidence Jennifer Lopez and March Anthony will resonate with our customers.”
Initial JLO Collection To Include Accessories
The Jennifer Lopez and Marc Anthony brands will initially launch in women’s and men’s apparel and accessories. The Jennifer Lopez collection will include sportswear, dresses, handbags, jewelry, shoes and sleepwear while Marc Anthony will launch in sportswear, dress shirts, neckwear, accessories, suit separates, sportcoats and shoes. Over time it’s expected the Jennifer Lopez and Marc Anthony collections may expand into home. Both will have prominent positioning throughout the store in the contemporary areas.
Speaking Thursday night in an interview on TV’s “Access Extra,” the couple said the brands “will definitely represent who we are.” Added Anthony: “”As we speak, there are five people in our closets in both our homes scouring through stuff that we’ve collected over the years that really represents our style.”
“We’ve had the privilege of wearing all kinds of things — from the most expensive to the cheapest — in the range of our lives,” Lopez said. “So it’s exciting to be able to take all of that experience and go through our closets over the years and say, ‘This fit great!’ and ‘This was amazing.'”
Indeed, Lopez, one of the most photographed women in the world, has appeared in Louis Vuitton ads and came out with her own apparel line, Sweetface in 2001 which later closed in 2009, purportedly because the couple was working on the Kohl’s exclusive.
Not only is the deal another feather in Kohl’s hat—which already includes exclusives with Vera Wang, Aldo, Brittany Spears for Candies—it raises the stakes in department stores’ battle to snag big name celebrity brands. Both entertainers, who are of Puerto Rican American heritage, are always a big draw. People magazine reportedly paid them $6 million in 2008 to publish photographs of their twin son and daughter. This fall, American Idol producers announced Lopez would be the latest judge to join the hit TV series’ panel. Anthony, the top selling salsa artist of all time—and minority owner in the Miami Dolphins football team–has dabbled in other business before, but this deal is his first in fashion.
The deal also marks a rekindling of a longstanding relationship between the couple and Tommy Hilfiger and his brother Andy, who was a backer in JLo’s Sweetface company.The brothers are partners in Star Branding along with Bernt Ullman, the former president of Phat Fashions.
“Having the pleasure of working closely with Jennifer and Marc over the last several years, this exciting partnership represents a new high for the fashion industry,” said Tommy Hilfiger. “MESH’s proven ability to create compelling lifestyle brands combined with Jennifer’s and Marc’s unparalleled talent and Kohl’s’ dominant and visionary position in the retail community creates a truly powerful fashion proposition for the consumer.”