Global Brands Group, Capezio Enter Global Licensing Agreement
Graj + Gustavsen executed the deal on behalf of Capezio.
New York, N.Y. — Graj + Gustavsen has executed a worldwide licensing agreement between Global Brands Group and Capezio. The agreement sees Capezio expand its offerings into lifestyle categories, including men’s, women’s and kids’ apparel, footwear and accessories, creating dance-infused and inspired products and experiences.
Divided by experiences – nourish, awaken, unwind and rejuvenate – the new brand includes a curated collection of home-based products such as bath towels and bath rugs, throws, pillows, duvet covers, weighted blankets and robes.
“We looked for a partner that shared our vision for Capezio to extend the 130-year-old dance brand into a full lifestyle brand,” says Scott Todd, senior vice president, licensing and strategic partnerships, Graj + Gustavsen. “Global Brands checked all of the boxes and, through this partnership, we’ll be able to tap Global Brands’ innovative design and global distribution capabilities, vision and deep retail relationships to maximize the full potential of Capezio’s history and legacy.”
Global Brands will design, produce and distribute under the Capezio brand name a dynamic range of lifestyle products designed to fuel, inspire and empower all those who love dance.
“At Capezio, we take great pride in designing products with style and purpose, while never compromising quality, to meet the needs of our global consumer,” says Anthony Giacoio, executive vice president, Capezio. “Global Brands shares these values and delivers on our highest standards. We are very excited about the growth opportunities this partnership presents for Capezio.”
The dance brand will extend into women’s, men’s and kids’ sportswear; athleisure and activewear; athletic sneakers, fashion flats, casual shoes, dress shoes, slippers, slides, flip-flops and boots; handbags and backpacks; small leather goods; headwear; and cold-weather accessories. The first season to launch under Global Brands’ direction will be available this fall.
“The dance community has trusted Capezio since 1887 and the brand is now flexing that heritage to inspire even more people to embrace an active lifestyle and get moving at home, in the gym or on the street,” says Ron Ventricelli, president, North America, Global Brands Group. “We’re proud to leverage our expertise and design and operational resources to help Capezio extend its brand beyond the stage and reach new customer audiences who are connected to the power of dance, movement and self-expression.”
G+G Licensing is Capezio’s exclusive brand management and brand extension agency.