German PUMA And Children'S Wear Brand Set Up Joint Venture

The Red Star Rihanna was appointed.

One month after the creative director and the global ambassador, Puma is working on a more difficult collaboration: Children's clothing with United Legwear and Apparel Co..

The direction for retailers in North America for headquarters will include Puma

The production, sale, marketing and distribution, clothing size from baby to boy 20 yards and girl's 16 yards.

The joint venture is officially known as Puma Kids Apparel NA LLC, witnessing a growing partnership between the two brands; United Legwear also produces Puma socks, casual wear and

This is a relationship that has existed for more than 13 years.

"We have had an amazing success and worked for many years in their socks and garment enterprises. We are confident that the same growth will happen in children's clothing," said Jay Piccola, President of Puma North America.

The founder and CEO Isaac E. Ash of United Legwear also cited "good working relationships" as assets of the project.

"They trust our Puma global design instructions and turn them into socks and clothes. Now we have done the same thing in children's clothing," he said.

"We are a joint venture partner, so there is an equal level of trust between the two companies."

The first batch of products will enter the shop with the spring series.

The clothing will reflect Puma's core adult series, neon coloring with black, white and grey, made of fine comfortable fabrics.

The price range from 18 dollars a T-shirt to 48 dollar Hoodie sweater.

"Puma clothing is a sports lifestyle brand, and now provides children with high quality fabrics and competitively priced clothing," Ash said.

"This will be able to compete with other top sports brands."

The distribution will include department stores, such as Lord & Taylor, Macy 's and Bloomingdale' s, independent retailers, sports and professional chains, and open up online retailers.

Ash points out that in addition to children's clothing, retailers will provide a more comprehensive shopping experience and brand image in their stores.

After collaboration, United Legwear added children's clothing to its roster, including Happy Socks, BabyLegs, TicTacToe, Skechers, Fisher-Price and Sox&Co..

For Puma, this coincides with the company's new brand positioning, "always faster". Raising its children's clothing products may help finance the turnover of the company of Kai Yun group. After three years of net profit decline, Puma's third quarter sales saw improvement in 2014.

"I have always said that 2014 will lay the foundation for a turnaround, and that 2015 will really see a turning point, and I feel comfortable and moving forward.

Rihanna is part of the updated brand strategy, which provides a story for the global market, "President Bj RN Gulden revealed last month at a news conference to reveal the new role of the pop star.

"For 2016, our product range should be located where it should be."