Sequential Expands Ellen Tracey

Sequential Brands Group has launched several initiatives for Ellen Tracy that include bringing the brand to South Korea, the renewal of three licensing partners and a new category extension.

The brand has launched in South Korea with licensing partner DHOW Enterprise Company featuring apparel, bags and footwear.

Additionally, Sequential signed a new license with Shason for a line of high-end handmade rugs that will debut at retail in 2014, and renewed its partnerships with G-III Apparel Group for outerwear and dresses, Palm Beach Beaute for fragrance and Concept for watches.

As the brand celebrates its 65th anniversary next year, Sequential is also planning a fully integrated marketing campaign to celebrate.

"This is an exciting time for Ellen Tracy," says Rick Platt, group president, Sequential Brands Group."What began as a women's blouse company has evolved to an offering of over 30 product categories, experiencing four years of consecutive double-digit retail sales growth. Developing brands into full lifestyle collections by working with blue-chip partners is the core competency of our business, and the success of Ellen Tracy is a key example of our formula."