IMG announced a new partnership with Refinery29, the leading digital media, and entertainment company for young women, to extend the brand’s presence through new licensed consumer product initiatives.
As Refinery29’s first global licensing representative, IMG will explore opportunities within categories including health and beauty, apparel and accessories, office and home, bedding, and décor.
Van Kokeh, Licensing Director, IMG, said, “Refinery29 is one of the most relevant and trusted brands in today’s market, championing women through credible content, meaningful experiences, positive impact and inclusive storytelling. Together, we will identify partners that are aligned with their core values to create thoughtful and inclusive products that are relevant to their consumers.”
As per the association, IMG and Refinery29 will work together to license content to brands that share Refinery29’s mission to be a catalyst for women to see, feel and claim their power.
“We are excited to expand our direct to consumer business to forge deeper connections with our audience and create additional opportunities to better serve her across a variety of categories,” said Sarah Personette, Chief Operating Officer, Refinery29.
With a global audience of more than 425 million across its platforms, Refinery29 produces valuable content through the lens of women both offline and online.
The expansion of its licensing business is a natural progression for Refinery29, which launched a successful, multi-city immersive event, 29Rooms, in 2015, selling nearly 75,000 tickets to date.
Refinery29 is represented by WME, part of the Endeavor network alongside IMG.