As part of apparel brand’s 30th anniversary, the company is re-launching through licensed extensions.
1980s heritage fashion label Bum Equipment is heading into its 30th anniversary year with several new licensees on board that will help to re-launch the brand at retail.
New York-based Sheralven Enterprises will create new products in the fragrance and bath category, while International Intimates is signed on for girls’ and boys’ underwear and sleepwear and girls’ activewear for toddlers through teens.
Bum Equipment announced its re-entrance to market this summer, and since has signed seven new licensees in categories including fragrances, men’s underwear, infant and toddler boys’ sportswear, hosiery, ophthalmic eyewear, children’s sleepwear and underwear and girls’ activewear. The product extensions are an in addition to the core products for men and women, which will be overseen by Bum Equipment in the U.S. Both lines will be available for shipping next year.
“Bum Equipment is a welcome addition to the branded segment of our business. We intend to leverage a strategic plan with the design and heritage of the Bum brand. It will embody fun, free attitude and affordability and will be a real complement to our brand portfolio of licensed brands,” says John Burgfechtel, executive vice president, corporate strategy, Sheralven Enterprises.
Bum Equipment is represented for licensing exclusively by Stephen Wayne and Associates.