Karen Millen seeks to expand product line-up through licensing deal

Karen Millen has appointed IMG as its first exclusive worldwide licensing representative in a multi-year deal that aims to develop the premium women's fashion brand into a global lifestyle brand.

Via the deal the Karen Millen brand, which was founded by the designer of the same name in 1981, could be extended into categories such as swimwear, athleisure, lingerie, gifts, accessories and luggage.

Karen Millen CEO Beth Butterwick said the deal marked "the start of a new journey for Karen Millen and our customers, which will see us translate our distinctive design and attention to detail into a wider range of fashion and lifestyle products."

"[The deal] follows extensive customer research, which revealed a desire among Karen Millen women to extend their relationship with the brand into new product areas. We’re excited to introduce the new ranges in future collections.”

Matthew Primack, Senior Vice President, IMG Licensing, added: “We are delighted to be partnering with Karen Millen – one of the UK’s leading women’s fashion brands with a rapidly growing international presence. We aim to support this expansion by creating partnerships with companies to deliver a roster of aspirational and beautifully designed consumer products to complement their existing collections that are enjoyed by so many of the brand’s fans around the world.”

Karen Millen currently operates from 360 points of sale in 65 countries worldwide. Formerly part of the Aurora Fashion Group, it was spun out on its own in 2012. Butterwick joined the business in 2016 having previously been CEO at Bonmarché .

In 2016 founder Karen Millen lost a court battle to use her name on a range of non-fashion lifestyle and homeware products as judges ruled it would cause too much confusion with the fashion brand, which she had sold to the now defunct Icelandic investment group Baugur in 2004.