Everlast Licenses to Sears Holdings

Sports and fitness brand Everlast Worldwide Inc. has signed a long-term, direct-to-retail licensing deal with Sears Holdings to sell its apparel, footwear and accessories.

Under the terms of the U.S. agreement, Everlast will be available in 850 Sears locations, 1,325 Kmart doors and on both stores’ websites in 2011, the company announced on Thursday.

The men’s, women’s and children’s product will soft launch in spring ’11, with the full rollout planned for fall ’11. The exclusive lines will be advertised in a national campaign and through social media starting next year.

“As we continue to celebrate our 100-year anniversary, we could not be any more proud to announce this landmark agreement,” Neil Morton, CEO of Everlast, said in a written statement. “The brand will have unprecedented retail distribution and marketing in the apparel, footwear and accessories categories.”

John Goodman, EVP for apparel and home at Sears Holdings, added, “With this agreement, we will add an authentic fitness brand to our Sears and Kmart stores, offering quality apparel and footwear to our customers.


Everlast, a wholly owned subsidiary of U.K.-based Brands Holdings Ltd., will continue to wholesale and license boxing, mixed martial arts and fitness equipment to specialty retailers across the country.

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