Karen Millen has announced a new licensing partnership with IMG, which will see the brand expand its product offer as it seeks to become more of a lifestyle brand.
The deal will see management and licencing company IMG act as Karen Millen’s worldwide licensing representative and could see the brand expand into categories including swimwear, athleisure, lingerie, luggage gifting and accessories.
Speaking to Drapers, Karen Millen CEO Beth Butterwick described the partnership as “ensuring the brand can be everywhere [our customer] needs us in her life, around the proposition of who she is.”
She added: “Our customers say they want us to be more than a clothing brand.”
The move comes as Butterwick continues to turn around the business, having taken the role of CEO in August 2016.
She said: “Our partnership with IMG marks the start of a new journey for Karen Millen and our customers, which will see us translate our distinctive design and attention to detail into a wider range of fashion and lifestyle products.”