Kohls Corp. is expected to announce a licensing agreement with American Brand Holdings LLC to relaunch the 1960s surf brand – Hang Ten – as a new exclusive line of clothing and accessories for teens and children. The initial launch in spring 2009 will place Hang Ten products in 240 Kohls stores. Hang Ten merchandise also will be sold on the Kohls Web site in the spring and eventually in all stores.
The product line will include clothing for teens and for boys in sizes 8 to 20 and girls 4 to 6x and 7 to 16. Kohls also will offer Hang Ten handbags, jewelry, hosiery and sunglasses.
Kohls will be responsible for manufacturing, distribution and marketing for the Hang Ten brand and will collaborate with Quiksilver Inc., a sportswear manufacturer, for Hang Tens design and packaging.
The Hang Ten brand was started by surfer Duke Boyd in the early 1960s. American Brand Holdings, a company that specializes in marketing iconic consumer brands, now owns the intellectual property rights to Hang Ten for the U.S., Canada and Europe.
Kohls has signed a licensing agreement with American Brand Holdings that gives the Menomonee Falls-based department store chain exclusive rights to sell the brand in the U.S.
Hang Ten was last sold in the U.S. about five years ago. The brand was distributed in department stores for many years and is now owned by a Hong Kong company that sells Hang Ten clothing in about 40 countries.
Kohls has an existing partnership with Quiksilver for the development of the Tony Hawk skater brand of clothing for young men. Kohls launched that exclusive line in 2006.
“I would compare it to Tony Hawk,” Brennan said of the coming Hang Ten launch. Both brands are at the middle range of prices among brands sold at Kohls.
Brennan said the two brands will complement each other and set up Kohls as a destination for that type of teen clothing.
