intimates-activewear
intimates-activewear

Op’s Wal-Mart Launch to Pack Marketing Muscle

‘OPen Road’ campaign in support of spring debut to feature roster of young stars in print and radio and online.

In August 2004, Op was sold to Warnaco Group Inc. for $40 million and the assumption of $1 million of debt. Iconix purchased Op in November 2006 for $53 million. Iconix assumed 15 domestic licenses covering product categories such as footwear, sunglasses, kids’ apparel and fragrance. Op did $250 million in wholesale sales worldwide in 2005. After the deal closed, the brand went on hiatus, after being sold in such stores as J.C. Penney and Kohl’s. Iconix struck an exclusive deal with Wal-Mart last August.

For more, see Thursday’s issue of WWD.
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