London – British menswear brand Kent and Curwen, part of the Trinity Limited
group, has signed a deal with David Beckham, which will see the retired
football star designing his own line as well as promoting the brand
oversees and to expand its appeal to a younger customer.
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The deal marks the first byproduct since the formation of Global Brands
Group’s joint venture, Seven Global, with Beckham and his business partner
Simon Fuller, which was formed last year. It sees Beckham signing a
five-year global licensing agreement with Kent and Curwen.
According to Trinity, Beckham will be “personally involved” in different
aspects of the Kent and Curwen business, from product development to
advertising. In addition, Seven Global will receive royalties of up to five
percent of Kent and Curwen’s net retail sales and 10 percent of wholesale
sales, with a minimum guarantee of 3.5 million dollars in the first year.
Beckham will reportedly design a capsule collection inspired by his
influences for an autumn/winter 2016 launch. It will include accessories,
eyewear and boy’s clothing. It will also be affordably priced compared with
the Kent and Curwen main collection.
Seven Global president Jason Weisenfeld, explains: “Beckham will be
working closely with the design team, and his inspiration and influence
will be felt throughout the entire business.”
The retired footballer will also star in advertising campaigns as well
as assist the brand with new openings, such as the new flagship in China.
The deal also includes a non-exclusive right to distribute other David
Beckham products in Kent and Curwen stores.