Brand management company Iconix Brand Group has extended its existing licensing agreement with Revlon for the Ed Hardy brand. The new deal gives Revlon the global license for the Ed Hardy brand in the fragrance and personal care categories for an additional four years, through 2023. Revlon has held the global license for Ed Hardy since 2007. Ed Hardy is just one of almost 30 consumer brands owned by Iconix Brand Group.
This new licensing deal is part of Iconix’s strategy to re-launch the Ed Hardy brand with a focus on the legacy of Don “Ed” Hardy, an internationally-renowned artist who is known as the godfather of modern tattoos. Revlon will continue to partner with Ed Hardy to create fragrances and personal care items including deodorant, hair care products, body lotion, body wash, aftershave and more, that celebrate the brand’s heritage and feature packaging that pays homage to Hardy’s iconic artwork. Revlon currently offers nine Ed Hardy fragrances and upcoming launches include two new unisex fragrances, scheduled for a fall 2020 launch.
“Revlon has had a positive relationship with the Ed Hardy brand and we look forward to evolving our ongoing partnership with Iconix Brand Group,” said Ron Rolleston, executive vice president of global fragrance marketing at Revlon.
“Collaborative partners like Revlon are crucial as we continue to develop and elevate the Ed Hardy brand,” added Bob Galvin, chief executive officer and president of Iconix Brand Group. “The fragrance category represents a growth opportunity for not only Ed Hardy but also for several brands in the Iconix portfolio.”
Earlier this year, Iconix linked the brand with new licensee Vanilla Star to re-launch an elevated Ed Hardy apparel collection that draws on the brand’s authentic heritage in tattoo culture and highlights Hardy’s prolific catalog of tattoo artwork. The assortment includes high-quality graphic t-shirts, tracksuits, printed woven shirts, hoodies, leather jackets, and embroidered denim jackets. The collection exclusively launched on EdHardyOriginals.com earlier this year and will be expanding its distribution for the fall 2019 season, with a presence in select Macy’s stores and on Macys.com.