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Sequential Brands Flexes GAIAM Deal

Sequential Brands Group has signed a partnership for fitness and wellness brand GAIAM.

A line of GAIAM-branded specialty bath and personal care products is expected to launch next year following the deal. An aromatherapy-driven line will consist of essential oils and feature various scents.

“This market presents a huge opportunity for the GAIAM brand,” says Eddie Esses, president, active division, Sequential. “It’s estimated that yogis spend more than $16 billion annually on yoga and yoga products, yet there are only a limited number of items in the bath and body space that market to them. GAIAM’s established relationship with yogis coupled with its reach make this a very compelling market,”

Sequential recently made headlines with the news that it had sold Martha Stewart and Emeril Lagasse brands for approximately $175 million.

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