Pop star teams with Epic Rights for new line of branded merchandise
Britney Spears is launching her first-ever high quality fashion and lifestyle line of products that reflect her personal sense of style, lifestyle, artistry, and creativity. The collections comes via a partnership with Epic Rights which is generated by her record-breaking “Britney: Piece Of Me” Las Vegas residency and her upcoming tour.
“I am excited to collaborate with Epic Rights to create a new contemporary lifestyle collection,” Spears states in a press release.
“We see this new lifestyle collection as Britney’s next step in connecting with her legions of loyal fans around the globe,” adds Spears manager Larry Rudolph. “Sharing her style and fashion sense through products she has developed is a testament to her authenticity as well as her commitment to and appreciation of the fans that have made it all possible.”
“Britney continues to be one of the biggest pop stars in the world with numerous multi-platinum records and awards over the past 20 years. As a passionate artist, successful businesswoman and devoted mother, her strive for excellence is unparalleled,” adds Dell Furano, CEO of Epic Rights.
With one of the bestselling fragrance lines of all time, with Elizabeth Arden, available in over 85 countries and her recent campaign starring as the face of Kenzo, Spears and Epic Rights together, will continue to expand her brand presence in the marketplace, globally. Spears’ personal involvement in all aspects of the collection will ensure authenticity across a number of targeted categories including fashion apparel, hair care, accessories, exercise and electronics. The anticipated retail launch for the Britney Spears Lifestyle program is Spring 2019.
Epic Rights will also manage Spears’ e-commerce initiatives including Amazon.
Spears recently announced her tour across the U.S. and Europe, following her record-breaking, four-year headlining residency, “Britney: Piece of Me,” at The AXIS at Planet Hollywood Resort & Casino, where Spears received rave reviews from both critics and fans alike since opening in Dec. 2013. As the first contemporary superstar resident in the city, and with over 250 shows, the record-setting residency was sold out on a regular basis, generating over $140 million gross revenue and selling nearly one million tickets. Spears’ tour — which sold out in minutes prompting additional shows — kicks off on July 12th in National Harbor, MD and concludes on August 24th in London.
