The rapid brand extension campaign at Time Inc is in full swing. A few months ago COO Jen Wong said that the company would be selling more than just magazines to its millions of subscribers and they have been doing exactly that. Following behind the Real Simple brand’s recent entrance into the home cleaning and fashion accessories business, one of Time Inc’s biggest brands Sports Illustrated is now entering the apparel business via Sports Illustrated Swimsuit in partnership with Raj Swim. Sports Illustrated Swimsuit will launch a line of swim and active wear which will be available to consumers in 2018.
“This is a natural evolution for Sports Illustrated Swimsuit, which has long been considered the authority on swim style,” said Bruce Gersh, senior vice president of strategy and business development, at Time Inc. “The opportunity to expand the Sports Illustrated Swimsuit brand into the premium apparel space is a perfect fit, and it falls in line with our strategy to unlock new consumer programs leveraging Time Inc. brands. Raj Swim has a rich history and is highly respected in the industry, making the company an ideal fit to help bring the Sports Illustrated Swimsuit brand to life.”
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