Arvind Lifestyle Brands ties up with Iconix Lifestyle to bring Ed Hardy

NEW DELHI: Arvind Lifestyle Brands today said it has signed a long-term licencing agreement with Iconix Lifestyle India to manufacture and distribute Ed Hardy brand.

"Arvind Lifestyle Brands today announced that it has signed a long term licencing agreement with Iconix Lifestyle Inia, a JV between Iconix Brand Group, USA, and Reliance Brands for Ed Hardy," the subsidiary of Arvind said in a statement.

As per the agreement, Arvind Lifestyle Brands will hold the exclusive multi-year licence to manufacture and distribute Ed Hardy, which is projected to launch a new global product and price strategy this year, apparel and accessories throughout India.

Commenting on the development, Arvind Lifestyle Brands Managing Director and CEO J Suresh said: "We are thrilled to work with Iconix Lifestyle to bring Ed Hardy into India... Ed Hardy will also substiantially strengthen our portfolio in the youth segment."