KnitWell has struck a licensing deal with IMG to represent Ann Taylor in the US, allowing the womenswear label to enter new categories and distribution channels. 

The partnership aims to increase the brand’s reach and visibility through strategic licensing, adding new categories such as sleepwear, intimates, footwear, outerwear, bags, fashion accessories, and home goods.

Bruno Maglione, president of licensing at IMG, said the move will help the brand expand to new avenues and a wider range of products.

“Ann Taylor resonates with today’s driven women who prioritize versatility and purpose without compromising on quality, sophistication, and style,” he continued. “We’re excited to deploy strategic licensing to develop further how Ann Taylor serves and interacts with both existing and new customers.

Established in 1954, Ann Taylor is known for its women’s clothing and accessories range. Previously under the stable of Ascena, it was acquired by KnitWell Group in 2020 after the former filed for bankruptcy.

“IMG is a leader in the licensing space, and we are thrilled about the possibilities the partnership with them will bring in terms of market and product expansion, as well as the ability to reach an even broader customer base,” added Deidre FitzGerald, president of international, wholesale, and licensing for Knitwell.

IMG is a global sport, events, and representation company. The firm manages licensing programs for brands and trademarks, and offers services including rights management, multi-channel content production and distribution, consultancy, and fan engagement.