Branded apparel, footwear and fashion accessories company Global Brands Group Holding has formed a joint venture with singer Katy Perry with the aim of growing her brand in a range of consumer product categories.
This follows its partnership with the US star to develop a Katy Perry footwear collection. As the first category to launch, the footwear collection will be available in the US and internationally in spring next year.
The Katy Perry JV will capitalise the singer’s “creative vision, global reach and audience connection,” as well as Global Brand’s experience in building brands and its global relationships with distributors and retailers.
“I am creatively stimulated and energised to be a real contributor in the affordable-shoe industry,” says Perry. “I believe your shoes can be the punctuation to your personality, so I created a whole line that includes individualistic, colourful, dynamic designs for everyone, especially those who want to experiment.”
Global Brands CEO/vice-chairman Bruce Rockowitz says Perry pushes boundaries professionally and stylistically, setting trends along the way. “We are extremely pleased about the positive response we have already received around the footwear collection, and look forward to the exciting opportunities this expanded partnership has to offer.”
As well as her music, Perry’s individual style is followed by passionate fans around the world, says Global Brands North America president and chief merchandising officer Jason Rabin. “This provides an ideal foundation for a successful brand.”