Sean John To Be Sold Exclusively At Macy’s?
WWD.com reported today that Diddy has just inked a deal with Macy’s, making Sean John available exclusively at the department store and Macys.com beginning next year. The brand will also still be sold at the Sean John flagship store on Fifth Avenue in New York, and eight Sean John outlets.
Check out excerpts from the article:
Diddy is set to follow in the footsteps of Tommy Hilfiger.
Sean John, the men’s label founded by the hip-hop artist/mogul/man-about-town, has inked a transformative deal with Macy’s Inc., similar to the one Hilfiger signed in 2007.
The first exclusive product will begin hitting 400 Macy’s doors even earlier, in October, and Macy’s executives believe distribution will expand to almost all of its 850 stores in coming years.
“We started a relationship with Macy’s 11 years ago. They truly supported us from Day One and now we are taking our relationship to the next level,” said Sean “Diddy” Combs at the Standard Hotel Wednesday morning, where the deal was unveiled.
If Macy’s is excited, the likes of Dillard’s, Bon-Ton and Belk — plus specialty stores such as Man Alive, Jimmy Jazz and Underground Station — won’t be. Sean John men’s sportswear — which, according to Sean John president Dawn Robertson, accounts for more than half the firm’s $525 million in retail sales — will be pulled out of those stores.
In recent years, Sean John has lost significant ground as the urban market transformed and legacy brands lost favor to younger, hipper boutique labels among younger consumers. So, under Robertson and Sean John executive vice president Jeffrey Tweedy, the company has changed tack, trying to move beyond its urban roots to create a contemporary, mainstream image with more modern designs, new fits and more sophisticated product.
“This is really full circle for me. I started working at Macy’s when I was 16 in the New Rochelle [N.Y.] mall,” he recalled. “I remember so vividly selling ties and dress shirts and belts and ringing them up. And now, I’m further building my relationship with Macy’s.”