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Nicole Richie has more than one new baby on the way.
The reality TV star and fashion darling has entered into a multiproduct, multiyear licensing agreement with manufacturers Rick and Brian Cytrynbaum — who own multiple brands including Modern Vintage shoes and Earnest Sewn jeans. The deal was co-brokered by Dan Fishman, a partner at Margaret Maldonado Licensing, and Creative Brands Group, a licensing management company affiliated with the Cytrynbaums.
Richie's debut lifestyle line, which has yet to be named, will bow in spring '10 and will include about 20 footwear styles, as well as a small assortment of apparel, bags, sunglasses, belts and other small accessories.
According to Rick Cytrynbaum, Richie has had complete creative control from day one. “Nicole is designing everything herself. She’s totally devoted to this, and we’re creating a whole lifestyle around her aesthetic and what is true to her,” he told FN. Richie will be on hand at FFANY in New York for the line’s debut and will also be making in-store appearances for the line when it hits stores. While price points are still to be determined, Cytrynbaum said the items will hit contemporary price points and will be available at select department stores and independents that he has worked closely with in the past.
“Retailers that have been good to Modern Vintage will be getting first dibs,” he joked. “We’re being very selective. We’re only inviting a handful of our best accounts with our other brands to view the line. We don’t want to be everything to everybody [with this brand].” Though he declined to disclose sales projections, Cytrynbaum was bullish on the line’s potential, based, he said, on Richie’s status in the fashion industry. “Nicole Richie is by far one of America's biggest fashion icons right now. We’re investing millions into this brand. This is like nothing out there right now.”
Looking ahead, Cytrynbaum said the brand would always be open to expansion opportunities into other categories.