American women’s fashion brand Ellen Tracy has struck a deal with Hudson’s Bay Company to open shop-in-stores at selected Hudson’s Bay locations. The 500 to 750 square foot shops are set to open in the spring of 2016, as the Ellen Tracy brand rolls-out its new shop concept internationally.
Several Hudson’s Bay Company-owned Lord & Taylor locations in the U.S. will also see Ellen Tracy shops-in-stores. Ellen Tracy’s parent company Sequential Brands Group has initiated the expansion which also includes shops within U.K. department store chain House of Fraser. Frasers will carry Ellen Tracy exclusively in the U.K. for one year, according to Women’s Wear Daily.
Ellen Tracy was founded in New York City in 1949, and was sold to Liz Claiborne Group in 2002. The brand has struggled in recent years and in 2010, Macy’s became the exclusive U.S. sportswear retailer for Ellen Tracy. Sequential Brands Group bought the Ellen Tracy brand in 2013 and the fashion brand has expanded to include collections for footwear, outerwear, legwear, hosiery, belts, eyewear, fragrance, handbags, jewelry and home. Sequential Brands Group Inc. owns, promotes, markets, and licenses a portfolio of consumer brands that presently include Jessica Simpson, William Rast, JOE’S Jeans, Linens ‘n Things, and others.