Iconix Sees New Matches for Joe Boxer
Home Accents Today Staff -- Home Accents Today, August 15, 2005
Joe Boxer, which in recent years branched out from its roots in underwear and hosiery into bedding, is not finished growing yet, according to company executives who addressed analysts' questions during a recently held conference call.
“We believe Joe Boxer has great growth potential both in the U.S. and internationally, so we are looking to expand beyond the core categories and make it true lifestyle brand,” said Iconix Chairman, President and CEO Neil Cole. He declined, however, to be more specific about which categories Joe Boxer might enter.
Iconix purchased Joe Boxer from the Joe Boxer Company, LLC and its affiliates in July. The brand is currently licensed exclusively to Kmart in the United States and internationally to manufacturers in Canada and Europe. Through its existing agreements with Kmart and international licensees, the Joe Boxer brand generates approximately $20 million in annual royalty income.