Josmo Shoes has added another brand to its stable.
The West New York, N.J.-based children’s firm has inked a licensing deal with Bluestar Alliance LLC to design and distribute girls’ footwear under the Nanette Lepore and Nanette Nanette Lepore Girls labels.
Under the agreement, Josmo will focus on extending the brand into new categories and markets, both domestic and international.
A favorite of celebrities including Blake Lively, Taylor Swift and Michelle Obama, Nanette Lepore is known for its colorful, whimsical take on fashion. The girls’ shoe collections, slated to debut in stores in August, will stay true to that sensibility, with styles such as dressy ballet flats, monk-strap oxfords and a wide array of boots. Priced from $40 to $50, the collections will complement the women’s footwear offering, which is produced by Vida Shoes International.
“Expansion into girls’ categories is a progressive step in the growth of the Nanette Lepore brand,” said Ralph Gindi, COO of Bluestar. “Josmo’s reputation for excellent design, quality and execution will be a natural fit that the Nanette Lepore customer is accustomed to.”
“The high-energy designs and strong brand positioning [of Nanette Lepore] coupled with Josmo’s existing distribution channels will ensure the success of this venture,” added Sammy Esquenazi, VP of Josmo. “This deal gives us the opportunity to expand our offerings to existing customers and stand out in the children’s footwear market.”
Founded in 1990, Josmo also produces children’s shoes under the Laura Ashley, Kensie Girl, Joseph Allen, Rugged Bear, Academie Gear and Smart Step brands.