JLG Expands Reach of Amy Coe Brand (Exclusive)

The Joester Loria Group has brokered a multi-category clothing deal for the Amy Coe baby and kids' brand that broadens the retail reach of the brand.

New licensee Tawil & Associates will bring Amy Coe to U.S. department and specialty retailers beginning in spring 2016 with a full line of layette, toddler, boys' and girls' apparel, sleepwear, swim and fashion accessories.

Over the past 20 years, Amy Coe has established itself as a fashion-conscious parents kids' brand through a series of exclusive, long-term, direct-to-retail deals with retailers including Target and Babies 'R' Us.

JLG was appointed to represent the brand for licensing in 2014.

The new apparel collection from Tawil will launch with a high-impact marketing campaign that will include print, TV and digital PR campaigns.

JLG also plans to continue to expand the brand by re-introducing Amy Coe accessories, bedding and décor to the market, and developing an adult range–Amy Coe Home–that will include bedding and home goods.

"I’m super excited to embark on this new partnership with JLG,” says Coe. “Expanding the Amy Coe brand is a dream come true. My designs are embraced by moms everywhere–now it’s time to amplify the assortment. I am always looking forward, evolving and thinking of what we could be doing next. My goal is to create a curated collection that screams Amy Coe, all with an independent attitude. Tawil & Associates are experts in their field, which make them the ideal manufacturing partner. We are anticipating many successful years at retail.”