The Sophia Loren Home brand also marks the actress’ first foray into brand licensing.

NORTH AMERICA–Actress Sophia Loren has joined forces with her exclusive merchandise and advertising rights agent Greenlight, a division of Branded Entertainment Network, to launch a new lifestyle brand, called Sophia Loren Home.

The brand’s initial range will aim to reflect the star’s signature style and will feature an assortment of furniture, home décor and accessories including bed, bath, rugs and lighting on an assortment of prints.

Furthermore, while Loren has developed multiple marketing partnerships over the years, this is her first venture into brand licensing.

“As one of the world’s leading icons, with style and beauty at the heart of everything she represents, Sophia Loren is a natural fit for re-invention and extension as a lifestyle brand,” says Tamra Knepfer, senior vice president, Greenlight. “We are thrilled to introduce Sophia Loren Home to the trade, bringing her vision or a luxurious yet affordable home brand to life.

“We are just starting discussions with potential anchor partners and retailers, with distribution ranging from specialty and department stores to mid-tier to mass for appropriate categories, and we are reaching out to potential anchor partners and RFPs for those who wish to be part of this fantastic opportunity,” continues Knepfer.