Magazine article Marketing

BRANDING: Bhs Links with Atomic Kitten for Clothing Line

Magazine article Marketing

BRANDING: Bhs Links with Atomic Kitten for Clothing Line

Article excerpt

Bhs has struck a deal with pop band Atomic Kitten to market an exclusive clothing range branded 'AK', designed to boost its popular appeal to young girls.

AK is aimed at six- to 13-year-old girls and will be available at 70 of Bhs' 152 stores from the end of February. Garments will carry the AK logo, which features the letters inside a paw print. The high-street retailer said the range would 'reflect the funky fashions and style that the band members are renowned for'.

It will comprise a sporty line of t-shirts and tracksuit bottoms and a more 'girly' line of sandblasted denim jeans and printed tops. If successful, Bhs, which is now under the ownership of retailer Philip Green, will consider rolling AK out to all its branches and could be sold in Arcadia group stores which are also owned by Green.

The deal was brokered by The Licensing Company, which represents the band while the range itself has been manufactured by Thumbprint Enterprises.

It it promising to update the range every six weeks. …

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