While its shareholders have been recording various expressions of interest about its possible acquisition, Diadora has signed a three-year license agreement with an Italian fashion apparel company, Grant, for the use of its own Heritage brand in men’s and children’s fashion collections to be distributed in Europe, the Middle East, Asia and the United States.
Diadora is already present in the fashion segment of the market with its Heritage line of adult and children’s shoes and through partnerships with Gianfranco Ferré and Giorgio Armani.
The new deal is part of Diadora’s brand extension efforts, as indicated by its previously reported deal for fitness equipment with Greenfit.
Grant will start with the Fall/Winter 2009 collections, which will be presented at the next Pitti Uomo fair in Florence, to be held Jan. 13-19, and the subsequent children’s wear show, Pitti Bambino, running from Jan. 22 to Jan. 24.
Grant is based in Bologna and has been specializing for over 35 years in children’s clothes. The company has its own brands – Miss Grant, Microbe, 65M and U+é – and has production and distribution licenses for Moschino Junior, Moschino Bambino, Moschino Baby, Richmond Jr. and Alberta Ferretti.
The company works with multi-brand fashion stores and department stores worldwide.
