Department store retailer Macy's Inc. (Cincinnati) and Kenneth Cole Productions Inc. (New York) are partnering on an exclusive collection of men's sportswear for fall 2010. Through this strategic alliance, Macy's will be the sole department store retailer of the new Kenneth Cole Reaction men's sportswear line in the U.S. and its territories.
“By bringing the new Reaction men's sportswear collection exclusively to Macy's, we are continuing to differentiate our assortment and provide additional options for the man who wants to look and feel his best,” says Terry Lundgren, Macy's chairman, president and ceo. “Reaction will be a significant asset to our men's store.”
The sportswear line will be geared toward cool millennial men and include a special focus on denim, graphic tees, and woven shirts. It will hit 150 Macy's stores in a new shop-in-shop environment in prime locations inside Macy’s stores. Plans also include carrying the line online and eventually expanding its reach to 550 stores.
“The launch of this new men's sportswear collection with Macy's presents an extraordinary opportunity to add incremental growth to our business,” says Jill Granoff, ceo, Kenneth Cole Productions. “Macy's is one of America's most iconic retailers and has consistently been one of our most important partners. We believe that men's sportswear is the perfect opportunity to continue to develop our business and our partnership.”