B.U.M. Equipment to Expand Into Juniors
"B.U.M. Equipment is getting back into the juniors business.
The company will introduce a collection of juniors sportswear at Forever 21 for the spring season that will be available in all of its U.S. stores as well as a number of units overseas.
The collection is being produced under license by Freeze, which had licensed the brand's men's wear last year and launched the collection at Urban Outfitters for back-to-school.
Stephen Wayne, chairman of the board of B.U.M. Equipment LLC, said this marked the brand's first junior product since 2010. "At its peak in 2003, B.U.M. women's represented 50 percent of the volume," he said, adding that the brand is seeking other licensees to expand the women's end of the business into intimate apparel, sleepwear, loungewear, denim, swimwear and footwear.
The juniors license brings the number of categories offered by B.U.M. to 13 in the U.S., including men's activewear, shoes, underwear, loungewear and sleepwear and several categories of children's wear and accessories.
Lou Shalam, president of Freeze women's, added, "The B.U.M. brand has great history and heritage. Taking nostalgic athletic brands and modernizing their style, silhouettes and color palette has been on trend for us. B.U.M. fit the criteria."