Evine Live Inc., the home shopping network, announced it has partnered with Jane Fonda on an exclusive deal to develop a lifestyle brand centered around her deep roots in the fitness arena.
The line will include activewear, sophisticated athleisure options, health and nutrition products and fitness equipment.
Evine plans to bring the brand to life from its newly launched studio and office space in Los Angeles. Throughout the year, Fonda will appear on the network and bring customers her expertise on the products within the line. In addition, Evine plans to partner with key retailers to offer a brick and mortar version of the brand.
“I have a life-long passion for fitness and health not just because I look better when I take care of myself but because it makes me feel better and think better,” said Fonda. “I am excited about partnering with Evine because their strong marketing platform will allow me to bring my fitness knowledge and creative ideas to a market that is lacking strong offerings for women over 50. We are, after all, the fastest growing demographic in the world.”
“Jane Fonda has a lifetime of experience in the health and fitness industry. She holds the unique ability to relate to women of all ages and backgrounds,” said Nicole Ostoya, managing director of Evine’s Brand Development division. “We love what she stands for as an artist, expert and activist. What has been most impressive, is her dedication to domestic production and executing quality and sustainable practices. These values align perfectly with what our customers have been asking for. We wholeheartedly believe in everything Jane advocates for and could not be more thrilled for this partnership.
On October 1, Evine launched its product development division in L.A. with the goal of continuing to add exclusive and propriety products and brands to its current portfolio mix. Spearheaded under the direction of Nicole Ostoya, this new area of the business modernizes Evine’s structure, builds vertical brands and leverages the company’s twenty-seven years in direct-to-consumer knowledge to execute strategies efficiently.
“Our new venture is a move towards the future and I cannot think of a stronger founding brand than Jane Fonda,” said Bob Rosenblatt, chief executive officer at Evine. “She is strong, value-driven and powerful with her vision and determination to make this world a better place. We will work to embolden her so that she can harness her positive energy into creating products that will resonate with our customers and hold a long-lasting value.”
Viewers are invited to watch Evine via cable and satellite, mobile apps and live streaming online at www.evine.com.
