The Thread Shop, the merchandising division of Sony Music Entertainment has launched an online Jimi Hendrix store that offers exclusive, authorized merchandise for the artist worldwide. Sony partnered with the Authentic Hendrix and Experience Hendrix for the launch of the store. The partnership is a result of an agreement signed by the companies in 2019. 

"Jimi was meant to soar,” says Janie Hendrix, chief executive officer and president, Experience Hendrix and Authentic Hendrix. “He knew no limits or boundaries to his creativity.  This partnership is the embodiment of that idea.  Our relationship with The Thread Shop and Sony in the development of this online store opens the door to the world wider and gives fans greater access to products that represent Jimi in a beautiful way.  It will most definitely enhance the Jimi experience for those who are wanting more and wanting something truly special, this is it."  

The new offering marks the first time Jimi Hendrix’s music, audiovisual releases and authorized merchandise will be available in one place. The Jimi Hendrix online store merchandise includes clothing, accessories and collectibles.

“We are very proud to partner with Janie Hendrix and her team to make Jimi Hendrix merchandise widely available through the Thread Shop,” says Howard Lau, senior vice president and head, The Thread Shop. “With this launch, fans now have access to a new digital store experience that brings together a wide range of exclusive and original Jimi Hendrix products, with incredible content from his legendary music catalog from Sony Music’s Legacy Recordings.”

The deal sees Jimi Hendrix’s estate join The Thread Shop's roster of classic and contemporary musicians which includes The Beatles, Rosalia, A$AP Ferg, Camila Cabello, Bob Dylan, Maluma, H.E.R., Joan Jett, P!nk, Led Zeppelin and Ozuna.