Global Pursuit has finalized a deal with United Talent Agency to co-create a licensing program for Gwen Stefani’s Harajuku Lovers and Harajuku Mini brands in Greater China.
Created by the Grammy-winning songwriter and fashion designer, the brands are inspired by Stefani’s love of pop art, fashion design and the Harajuku district of Japan. UTA represents and manages all of Stefani’s fashion and lifestyle businesses.
Stefani launched a Harajuku Lovers women’s, men’s and children’s clothing and accessory line in 2005 in the U.S. Since then, the brand has expanded into fragrances, shoes, watches and jewelry.
“Gwen’s Harajuku Lovers brand is successful because it is an organic extension of her music creative vision and unique sense of style,” says Lisa Jacobson, partner and head of branding, licensing and endorsements, UTA. “We chose to work with Global Pursuit to expand the Harajuku Lovers brand into Greater China because they understand the brand represents a unique opportunity for people to express their individuality while also demonstrating a common bond with an artist they love and admire.”
Global Pursuit and UTA will work together to develop a licensing and merchandising program across key categories in the region, including toys, publishing, video games, apparel, accessories, stationery, housewares and food and beverage and promotions.
“While more foreign companies than ever are keen to bring their products to the over 1.3 billion consumers in Greater China, at Global Pursuit, we are cognizant of the need to deliver the right type of brands and product–with a clear strategy set with the rights holders and our local team–in order to position the brand for success,” says Cynthia Money, president, Global Pursuit. “Harajuku Lovers brings fashion, lifestyle, design and a sense of fun to the market, and we are looking forward to working with Gwen Stefani and her team at UTA to spearhead its expansion in Greater China where we believe that it will be fully embraced by retailers and consumers alike.”