David Beckham scores with Kent & Curwen
David Beckham has signed a long-term agreement with Kent & Curwen which will see him involved in “multiple aspects” of the British men’s clothing label.
(Cover) - EN Star Style - David Beckham has landed a five-year licensing deal with UK menswear brand Kent & Curwen.
The 40-year-old retired footballer is married to Victoria Beckham, who is a successful fashion designer.
But it seems she isn’t the only member of the family digging into the rag trade, as David has followed suit by signing a long-term contract with Kent & Curwen.
“David Beckham will be personally involved in multiple aspects of the Kent & Curwen business, from product development, market expansion and advertising to store design and location,” Kent & Curwen’s parent company Trinity International noted in a statement released to WWD.
“Trinity’s plans include the creation of new Kent & Curwen collections and marketing campaigns inspired and influenced by David Beckham as well as the opening of new flagship stores in China and other markets around the world, and the launch of an e-commerce site.”
The agreement was struck between Seven Global, David’s joint company with Simon Fuller, and Global Brands Group, which has Kent & Curwen under its corporate umbrella.
The new deal, which was announced Wednesday, is meant to drive up sales in China and other key international countries where David has impressive appeal.
“[The contract] will enable the group to capitalise on the rising popularity of soccer in China, where Mr. David Beckham is already a legend,” the press release detailed. “Further, Mr. David Beckham’s status as a fashion icon with global reach spanning all age groups and demographics will increase the attractiveness of the group’s brands to potential licensees and franchisees for global expansion.”
David’s company Seven Global is guaranteed sales royalties of $3.5 million in year one and $7.25 million in year five from the deal.
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