Iconix Brand Group has signed a five-year agreement with PPl Apparel Group to serve as the new exclusive sleepwear and underwear licensee to relaunch the Joe Boxer brand in the U.S.
The new deal will see PPl develop Joe Boxer underwear and intimates, loungewear and sleepwear for men, women and kids, with the first collection debuting in spring 2021. The line aims to reflect Joe Boxer’s goal to make each day fun and make everyone smile.
“We chose to partner Joe Boxer with PPl Apparel Group because of their deep expertise and capabilities in the underwear and sleepwear category,” says Bob Galvin, chief executive officer and president, Iconix Brand Group. “We look forward to collaborating with Panties Plus Inc. on developing and growing Joe Boxer’s offering.”
The new collection will include basics featuring a variety of solids, prints and patterns. Loungewear and sleepwear lines for men and women will include functional silhouettes featuring soft fabrics.
“As a company that manufactures over a dozen different licensed brands, we are honored and excited to partner with Iconix in the relaunch of this consumer brand,” says Abe Hanan, chief executive officer, PPI Apparel Group. “It is not often in licensing that you have the opportunity to work with a brand that’s DNA is our product category expertise. When you think of the world and heritage of Joe Boxer, you think of underwear and loungewear.”
Joe Boxer is now one of nearly 30 brands owned by Iconix Brand Group.