Knitwell partners with IMG for Ann Taylor licensing deal

Knitwell Group announced on Tuesday a new partnership with IMG for the licensing of its Ann Taylor brand across the U.S.

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The new partnership will aim to extend Ann Taylor’s existing touchpoints and facilitate the U.S. fashion brand’s entry into new categories and distribution channels. The licensed categories will include a variety of complementary fashion and lifestyle products, including sleepwear, intimates, outerwear, footwear, bags, fashion accessories, HBA, and home. These new offerings will” complement Ann Taylor’s core product lines and align with the brand’s current market position,” according to a press release.

“KnitWell Group is comprised of some of the most iconic American fashion brands, and Ann Taylor in particular has incredible brand recognition and potential for growth,” said Deirdre FitzGerald, president of international, wholesale, and licensing for KnitWell Group, which operates Ann Taylor.

“IMG is a leader in the licensing space, and we are thrilled about the possibilities the partnership with them will bring in terms of market and product expansion, as well as the ability to reach an even broader customer base.”

Founded in 1954, Ann Taylor is a women’s apparel brand rooted in workwear and modern silhouettes, colors, and prints. Since its inception, the brand has garnered more than 1.5 million active customers and millions of brand impressions on an annual basis.

“Ann Taylor resonates with today’s driven women who prioritize versatility and purpose, without compromising on quality, sophistication, and style,” said Bruno Maglione, president of licensing, IMG.

“We’re excited to deploy strategic licensing to further develop how Ann Taylor serves and interacts with both existing and new customers. Our aim is to expand the brand’s trust and affinity to new avenues through a wide range of distinctive products that deliver Ann Taylor’s legacy of American heritage, modernity, and style.”

In August last year, Sycamore Partners announced the launch of Knitwell Group, a new holding company comprising apparel brands Ann Taylor, Loft, and Talbots. ​Premium Apparel, a unit of the private equity firm, acquired clothing brands Ann Taylor, Lane Bryant, Lou & Grey, and Loft from Ascena Retail Group for $540 million in 2020. Sycamore already owned Talbots at the time of the takeover.