Beanstalk to Leverage HUE’s Fun, Fresh, and Trend-Right Aesthetic to Develop a Fashion-Forward Line of Apparel and Accessories
October 15, 2014, New York, NY., - Leading global brand extension agency, Beanstalk, has signed fashion legwear, leggings, and sleepwear brand, HUE, for representation. The HUE brand is known for its fresh, trend-right style, innovation, and highly developed sense of color, coupled with great quality, fit, and comfort. Over the past 25 years, HUE has grown to become one of the most modern and relevant American brands for women at department stores today. The brand is currently sold exclusively in this channel, where it holds the leading position in the legwear category.
Through strategic brand extensions, HUE will continue to engage its loyal consumers in new areas of the store. Utilizing the core attributes and foundation of the brand, Beanstalk will seek best-in-class partners across categories including apparel, footwear, handbags, intimates and swimwear.
“We are delighted to announce our partnership with Beanstalk to further extend the HUE brand into new apparel and accessory categories,” said Julia Townsend, Executive Vice President and General Manager at parent company, Kayser-Roth. “HUE has tremendous opportunity to become a multi-category lifestyle brand. Together we will stretch HUE’s fun, fresh, fashion positioning into new arenas. The complimentary expertise of both companies will position the brand for further success. It’s a wonderful moment for HUE.”
“We are thrilled to partner with HUE,” said Rachel Terrace, Senior Vice President of Brand Management at Beanstalk. “This is a brand that has been such an important part of fashion culture and continues to innovate and convey both fun and fashion with its bold use of color. The goal of the program will be to develop fashionable products that reflect HUE’s creativity and to provide women with a fabulous and complete ensemble.”
In 1978, HUE was launched when two New York City artists dyed Chinese slippers in fabulous colors and the fashion world went wild! From there, fashion-forward legwear was a natural evolution. Today, HUE designs and markets the most fashionable legwear, leggings and sleepwear around the world! HUE has been the freshest, most innovative – and colorful – force in fashion legwear for more than three decades. From always up-to-date leggings to colored and printed tights and socks to seasonal boot toppers and leg warmers, HUE brings a light-hearted approach to fashion that makes it easy to express personal style. HUE is carried in over 3,100 stores globally as well as on www.hue.com.
Beanstalk, a global brand extension agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services. We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer.
Beanstalk offers a breadth of services including brand licensing, direct-to-retail program management, license acquisition for manufacturers, and royalty auditing. Blueprint – Powered by Beanstalk, our consulting division, advises clients through four key practice areas: brand extension + retail development, research + insights, design + identity, and operations + governance. Tinderbox, our digital division, works with new media properties to realize their potential in the world of consumer products.
The company is headquartered in New York, with offices in London, Los Angeles, Miami, and Cincinnati, and affiliates throughout the world. For more information, please visit www.beanstalk.com. Beanstalk is part of the DAS Group of Companies, a division of Omnicom Group Inc.
About The DAS Group of Companies
The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.