LOFT Announces Licensing Partnership with Li & Fung for Swim

Li & Fung, a supply chain solutions partner for consumer brands and retailers, has announced an exclusive category licensing agreement with women’s fashion brand, LOFT. The agreement grants Li & Fung the category license for LOFT Swim, building on their existing partnership. LOFT will use Li & Fung’s expertise to expand its swimwear offerings. 

The new LOFT Swim line includes one-piece swimsuits, tankinis, bikinis, zip-front rash guards and board shorts. The collection will be available at full-price retailers across the U.S., featuring bold prints, vibrant colors and styles designed to support and flatter a range of body types with comfortable coverage. 

“The LOFT brand has incredible reach and an extremely loyal customer base that loves our approachable, optimistic fashion,” says Deirdre FitzGerald, president, international, KnitWell Group. “Expanding our established relationship with Li & Fung by entering into a licensing agreement for LOFT Swim is a natural next step for our brand. Swim is a meaningful opportunity for the brand and the Li & Fung team has done a great job of bringing the LOFT DNA to a new category and distribution channel, allowing us to bring the love of LOFT to more people.”  

For over 25 years, Li & Fung has built a strong reputation as a private label and branded swimwear partner. Now, Li & Fung is growing its licensing division, partnering with a range of national brands across price points and categories. The partnership with LOFT reflects Li & Fung’s momentum and appeal for brands looking to expand their offerings and reach new customers. 

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“At Li & Fung we excel at taking beloved brands to new heights, whether that’s facilitating expansion into lucrative growth categories, or increasing a brand’s footprint through new distribution channels,” says Mel Limoncelli, senior vice president, divisional head, Li & Fung Brands and Private Label. “We are honored to bring our swim expertise to the iconic LOFT brand, and we can’t wait for LOFT customers to hit the pool or beach while rocking these flattering and fun new pieces.”