Haggar Clothing Co. has secured a master license agreement for the Gramicci brand. The current Gramicci team will continue to operate the business under a licensed agreement.
Paul Buxbaum, chairman and CEO of Buxbaum Group, has owned Gramicci through a separate company, Sole Assets Inc., since 2005 and still controls the brand but but has licensed the Gramicci name in all product categories to Haggar. Buxbaum is also CEO of Haggar Clothing. Terms of the arrangement were not disclosed.
Marty Weening, president of Gramicci, told SportsOneSource that as the owners of the master license agreement, Haggar will take over financial responsibility for the brand and gain royalties on the sale of all Gramicci product. The current Gramicci team retains creative control of the brand and will continue to operate it out of Agoura Hills, California. But the Gramicci team is in the position to turn to Haggar, which is based in Dallas, for support.
“This partnership will strengthen Gramicci in areas of finance, production and marketing,” said Weening. “It will provide timely support to our dealers and greater value to our consumers. The combined passion of these two organizations will undoubtedly bring out the best in both.”
He added, “This new association with Haggar brings together two very successful and innovative brands representing a major milestone and opportunity for Gramicci.”
Buxbaum said in a statement, “The partnership between Haggar and Gramicci is an ideal match. Haggar with it's rich heritage is a proven force in retail and Gramicci is a trusted 27-year-old brand with a devoted consumer following; Haggar offers Gramicci more robust service capabilities to their existing customer base while connecting them with a new shopping community.”
“Gramicci represents authentic and true product which resonates more energetically than ever with the consumer,” said Jon Ragsdale, SVP of Marketing and Merchandising for Haggar. “The success Haggar has experienced provided an opportunity to extend to new opportunities for growth. The addition of Gramicci further leverages the strength of the Haggar platform with this extension into outdoor apparel.”
