FAM Brands Strengthens Portfolio With Four New Brands

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FAM Brands Strengthens Portfolio With Four New Brands

12/11/2013
FAM Brands announced the acquistion of Bally Total Fitness, Peace and Pearls and La Vie Jetsetter, and the relaunch of TEHÁMA. The company also hired veteran marketing and licensing specialist John Spotts to executive vice president of business development, licensing and international.

Over the past 30 years, FAM Brands has achieved sustained success with its original Marika active wear brand. With its subsidiary lines such as Balance by Marika and Marika Miracles, Marika has registered a total of over $3.5 billion in retail sales since 1982, with record sales of $250 million at retail in 2012 alone.

One of Spotts's immediate goals will be to license Marika to related products in 35 categories that will benefit from its recognition and reputation, including but not limited to footwear, apparel, accessories, eyewear, gym bags, luggage and totes, beauty products, and home and lifestyle categories. The Marika licensing program is off and running, having recently signed Weisner Products, Inc. for men's, women's and children's socks. In addition, FAM has successfully launched its own Marika brand extension into fitness accessories.

In 2012, FAM Brands built on this remarkable success to take ownership of, and bring its outstanding branding expertise to bear on:
  • Bally Total Fitness, where the focus will be on exercise and cardio equipment, energy bars and supplements, gym bags, duffel bags and back packs and other lifestyle products.
  • TEHÁMA, which will re-launch in 2013 as a premier men's and women's lifestyle collection drawing heavily on its golfing roots
  • The sophisticated women's brand Peace and Pearls, which launched as a FAM Brand in fall 2012 with a comprehensive collection of woven blouses, beaded knit tops, skirts pants and jackets
  • The children's brand La Vie Jetsetter
Fifteen-year career veteran Spotts comes to FAM Brands from the post of senior vice president of international and licensing at Eddie Bauer, having previously held senior positions at Woolrich, Coleman, Equity Management, The Sharper Image and Franklin Covey.