Skechers USA, Inc. announced that Christina America, Inc. has been named the licensee for Skechers-branded women's and junior swimwear in the United States and select international markets including Canada and the United Kingdom.
Under the agreement, Christina America, Inc. will design, distribute and market coordinated women's and junior's one- and two-piece suits and matching swimwear coordinates under the name Skechers Beach. The line, which will be available in women's 2-16 and junior's 0-13 sizes, will launch at department and specialty stores for the 2004 resort season.
“Skechers Beach has the ability to cater to a niche market while capitalizing on the brand's high-profile image,” says Dan Elituv of Christina America, Inc. “The brand has successfully personified an active, fashion-forward lifestyle that will translate easily into the world of swimwear.”
“Christina America parallels Skechers' vision on many levels — from its high quality merchandise to innovative designs and superior production and distribution strategies,” added Faith Paige Wall, Skechers' vice president of licensing. “The company's global reach and proven success with Gottex and XOXO makes it an ideal partner for Skechers' foray into new territories and consumers worldwide.”
In conjunction with the swimwear, Skechers will also launch a line of sandals under the Skechers Beach name. The sandals, which will be available in late Spring 2004, will be designed to accompany the swimwear and coordinates, and to be worn at the beach, poolside or for a resort.
“We are very excited about the upcoming women's swimwear line,” said Michael Greenberg, president of Skechers USA. “We see this as a natural extension of our existing licensed product, and a great accompaniment to our footwear. We believe the SKECHERS Beach swimwear and coordinates, as well as the complementary sandals under the SKECHERS Beach name will appeal to women and teens around the globe who embrace SKECHERS' active lifestyle, while attracting new consumers who want fashionable designs for the ocean or poolside.”