Op Taps Mitzi International
Irvine, Calif.–based Ocean Pacific Apparel Corp. has signed an exclusive licensing agreement with Mitzi International Handbags & Accessories Ltd. to produce handbags, belts, small leather goods and backpacks under the Op Girls and Seven2 labels.
Mitzi International President Elliot Betesh said: “The relationship with Op underscores our ongoing commitment to lifestyle-inspired products. Op is synonymous with ’California culture,’ and we’re looking forward to further maximizing our capabilities to support the brand with quality lifestyle products.”
The 30-year-old accessories maker is a division of New York–based The Betesh Group, parent company of Baby Boom Consumer Products Inc., Generation Co., Interior Consumer Products, Toy Play and Motion Systems Inc. Currently, Motion Systems holds the license to produce nylon CD cases and molded synthetic handbags with the Op logo.
The Mitzi International and Motion Systems licenses with the surf brand could increase the company’s overall revenue by 10 percent, said Betesh.
Op spokesman Alain Mazer said, “With Mitzi, we have on board a partner that has world-class accessories manufacturing, sales and distribution capabilities as well as the global fashion sensibilities to make this segment of our brand successful.”
Silhouettes for both lines include handbags, backpacks, soft totes, hobos and slings in cotton canvas, washed canvas and ripstop nylon fabrications. Each piece is made to complement looks in the ready-to-wear collection, said Alan Yampolsky, vice president of product development for The Betesh Group. The lines, slated for Spring 2004 deliveries, will be carried at department stores and specialty retailers, Yampolsky added.
Currently, Op earns approximately $215 million each year in licensed products, the company said.
Licensees include Fort Lauderdale, Fla.–based Parlex Fragrances for men’s and women’s fragrances, skin products, bath products, and related beauty products; Irvine, Calif.–based Rays Apparel for young men’s, juniors, girls’ and boys’ apparel; and Los Angeles– based Apparel Ventures Inc. for misses and juniors swimwear, coverups, and related separates.
