Sean John Expands Brand

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Sean JohnSean “Diddy” Combs’s fashion sportswear company, Sean John, has completed a deal with Macy’s under which the retail chain will be the exclusive U.S. department store retailer for the Sean John men’s sportswear collection beginning in spring 2011. In addition to the exclusive sportswear, Sean John fragrances, fine tailored clothing, shirts and ties, lounge and underwear, leather goods, boys, women’s, and all other product categories will also be sold at various Macy’s locations across the country.

“As the exclusive department store retailer of Sean John, Macy’s will reinforce its position as the destination for modern menswear with a sophisticated aesthetic, ” says Jim Sluzewski, SVP, Corporate Communications for Macy’s. “This will set us apart from other stores. The styling will speak to our sophisticated contemporary customer with both casual and dressy looks. It will fill “white space” not now being served by other vendors. As the largest department store retailer in America, Macy’s is uniquely able to support an exclusive brand of this magnitude. Sean John will be an attractive brand to our customer. “

This new partnership will include a special Sean John shop. “The full line of the sportswear will be highlighted in Sean John shops that will be created in our flagship Macy’s stores – Herald Square in NY, Union Square in SF, State Street in Chicago, Dadeland in Miami and South Coast Plaza in Orange County,” explains Sluzewski. “The remainder of our stores will have enhanced assortments and prime positioning in Sean John sportswear. Size will vary by store.”

According to Gary L. Lampley, president of New York-based Black Retail Action Group, Inc. (BRAG), this is a smart business move for Sean John. “This is a brilliant move for Sean John and for Macy’s,” he says.

It’s significant for Sean John to be doing business with Macy’s at this level as there has never been an African-American majority owned business in such a position. This deal also allows for Sean John to move to the Lifestyle floor at Macy’s and compete with other men’s contemporary brands”.

Sean John, a privately held company, was created by Combs, making its fashion debut with a men’s sportswear collection for the spring 1999 season. The line has annual retail sales in the United States of more than $525 million.