Industry News 7/13/2009

B$Z: Manhattan Beachwear Announces a Licensing Partnership with ViX Swimwear

Manhattan Beachwear Announces a Licensing Partnership with ViX Swimwear

Manhattan Beachwear, LLC, announced today the creation of a Collaborative Strategic Alliance with ViX Swimwear Inc to manufacture and distribute two of their very own successful brands, Hermanny by ViX and Sofia by ViX. The alliance is structured in the form of a multiyear licensing agreement.

The innovative alliance between Manhattan Beachwear and Paula Hermanny, the founder, owner and designer of ViX, has set a precedent for future brand growth and strategy. “Aligning the manufacturing and marketing strengths of Manhattan Beachwear with the iconic designs of ViX Swimwear, will ultimately fill our void in the Designer Contemporary market and better serve the current Hermanny by ViX and Sofia by ViX consumers.” said Brenda West, President of Manhattan Beachwear. 

“The synergy between Paula Hermanny’s design sensibility and Manhattan Beachwear’s operational strength creates the potential for an exciting launch for Cruise 2010. This strategic alliance will only further enhance the retail presence of Hermanny by ViX and Sofia by ViX.” said Howie Greller, V.P. of Merchandising for Manhattan Beachwear. The products will be designed by Paula Hermanny and marketed, and manufactured and distributed by Manhattan Beachwear.