Press Clips: Mudd label in $10m licensing deal

October 23, 2001

Mudd, the New York-based youth brand, is planning to launch in Europe this October through a new licensing deal that Ingroup Licensing, Muddıs exclusive licensing agent, signed with Drew Pearson International Inc. The deal is estimated to be worth in excess of $10m (ı7m) in wholesale sales in the first year.

Mudd is a youth brand in the US, with wholesale sales in excess of $500m annually. Steven Seidman, chairman of Ingroup, and David Wehrle, sales director of Europe for DPI said that the first products to the European market will be denim, the core of the Mudd brand, tops and bags.

The line will be introduced first in the UK, Germany and France; current retail outlets include House of Fraser, Arcadia Group, America Today (Netherlands), Karstadt (Germany).

As part of the deal, Mudd will be using Drew Pearsonıs network of manufacturers, based in different countries, which will handle the production for all territories, and will also handle sales for all licensed products in their respective countries. Chrono Import, of Toulon, France, will manufacture jeans; Buccaneer Europe, Ltd. of Aston Clinton, England, will manufacture knit tops and hats; and Marco GmbH of Dusseldorf, Germany will make shoes.

The sales territories include France, Chrono Import; Netherlands and Belgium Buccaneer Europe, Ltd.; Ireland and the UK, Buccaneer Europe, Ltd.; Germany, Austria and Switzerland, Marco GmbH; Norway and Sweden, VlB Norway AS, Finland, Cami Company; Denmark, VIB Norway; Portugal and Spain, Trade Euroswan; and Italy, Mirage SRL.

The Mudd denim line was founded in 1995 and has grown to include 16 domestic licensees ranging from shoes to home furnishings, which carry the Mudd name and create products in the Mudd image.