Anaheim-based retailer Pacific Sunwear – aka PacSun – has inked a deal with Dirty Bird Productions to license the firm's Modern Amusement brand, a line of California-inspired street wear for men and women.
The agreement, which includes apparel, footwear and accessories, will last through 2013, when PacSun will have the option to extend the deal an additional seven years. The two firms also will seek additional licensing opportunities, and will develop other domestic and international distribution.
The move is expected to support the retailer in its efforts to reposition itself at the forefront of the teen fashion industry, said Gary Schoenfeld, president and CEO of PacSun, which reported net sales of $218 million in the second quarter, down from $243 million at the same period last year.
However, in recent months, the firm has hired a number of new executives with background at Urban Outfitters, the Gap and Levi's. And the company is taking part in promotions aimed at boosting its presence among teen shoppers. In September, PacSun will be taking part in Hurley and Weezer's Rocks You Back to School campaign, available exclusively at the retailer's stores starting in September.
"When I joined PacSun last summer, I spoke of the importance of re-establishing our leadership position with our heritage brands, strategically complemented by our own proprietary brands," he said. "A smaller yet important third part of our product mix would tie to PacSun once again being a destination for emerging brands. Modern Amusement has become a very coveted emerging brand over the past few years."
Modern Amusement was acquired in 2004 by Mossimo Giannulli, who founded the Mossimo brand that has been licensed to Target Corp.
Previously, the Modern Amusement line has been sold in the U.S. at high-end retailers such as Nordstrom, Barneys, Fred Segal and Bloomingdale's, among other international destinations.
"Modern Amusement will continue to represent a fashion lifestyle while becoming more widely distributed at appropriate price points," said Giannulli. "Building on the success of how we initially launched the brand, I believe we can create a much bigger business leveraging the merchandising, design and sourcing capabilities that's now been assembled at PacSun."
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