Fashion label plans to expand into new categories, territories.
Joyrich has partnered with IMG in a global deal to license the apparel label in new product segments and franchise it to new territories.
Established by fashion designer Tom Hirota in 2007, the brand blends American culture and Japanese street fashion. The brand has also partnered with a range of global brands including Disney, Playboy and Coca-Cola. Joyrich has flagship stores in the U.S., Japan, Korea, Taiwan and Hong Kong, and is also sold in a fashion boutiques around the world.
“We have come a long way since our first store in Melrose Avenue, Los Angeles, and our brand is now growing at such a pace that we need help to satisfy the demand we are seeing from different markets, as well as from our loyal consumers," says Hirota. "IMG is perfectly placed to help us respond to that and take us to the next level.”
“Tom lives and breathes creativity. I’ve been so impressed by what he has achieved and the power and originality of the Joyrich brand concept," says Bruno Maglione, executive vice president, WME/IMG and president of licensing, IMG. "We are very pleased to accompany him in the next brand chapter of Joyrich.”
Maglione and IMG were featured in the cover story of License! Global's October issue. Read the article here.