Tommy Hilfiger signs licensing agreement with Descamps

By

Jean-Paul Leroy

Published
Mar 19, 2013

Tommy Hilifger has just signed a licensing deal with French company Descamps to develop, produce and distribute the American brand’s homeware line in Europe, the Middle East and Africa.

The collection will include items such as bedding, duvets, towels, decorative cushions and bed throws. Products will be available from spring 2014 and can be found in department stores, home décor stores as well as on certain e-commerce sites.

The deal comes as the brand has been seeing positive results in Europe. “Despite the financial crisis, we have continued to see growth in this region,” saif Daniel Grieder, president of Tommy Hilfiger Europe on FashionMag.com in February. Getting a foot in the door in Europe will allow the brand access to a homeware market that is driven by brand names.

Signing the Tommy Hilfiger deal marks an essential step in Descamps’ strategy, as set by major shareholder and CEO Gérard Friess, who took control of the company from Zucchi with Astrance Captial in 2011. The company’s main ambition is to push the development of its two brands, Descamps and Jalla which is now on the way to becoming a reality following the news of the licensing deal.

Gérard Friess is an expert in this field. He was the head of children’s clothing company CWF, where licensing is at the heart of the business. Descamps had previously signed a licensing agreement with quilt and pillow manufacturer DODO. Another big licensing deal could be on the cards for 2013, according to Gérard Friess himself.