Sequential Brands Group Inc. entered into a long-term agreement with Guirenniao Co. Ltd. (GRN) to bring the And1 basketball brand to China.
Under the new agreement, GRN will work closely with the company to develop and distribute a line of men’s and boys’ basketball apparel, accessories and footwear. The collection will launch in 2017 across both traditional and digital retail channels. Standalone And1 retail stores, as well as women’s apparel and footwear, are planned for 2018.
“With over 300 million people in China playing basketball and a rapidly growing interest in the sport, we see an incredible opportunity to engage with consumers in a critical market, as we look to further expand the And1 brand globally,” said Eddie Esses, president of Sequential’s Active Division.
“We are pleased to partner with Sequential Brands Group to introduce an authentic lifestyle basketball brand like And1 to Chinese consumers,” stated Tianfu Lin, chairman of Guirenniao Co. Ltd. “This partnership will serve as an important milestone in the strategic growth and development of GRN as we plan to invest substantially in making And1 a major sports brand throughout China.”
Sequential Brands Group’s brands include Avia, And1, Martha Stewart Living, Ellen Tracy, William Rast, Revo, Caribbean Joe, Heelys, DVS, The Franklin Mint, Nevados, People’s Liberation and Linens ‘N Things.