JLO by Jennifer Lopez adds footwear, watches

Lopez’s Sweetface Fashion Company LLC is adding watches and footwear to its growing assortment, which already includes apparel, lingerie, handbags, swimwear and fragrance.

For watches, Sweetface signed a licensing deal with E. Gluck Corp., which makes lines such as Armitron, Anne Klein New York, AK Anne Klein and Nine West. Footwear is licensed to Titan Industries, which also markets shoe collections for Bebe and Laundry by Shelli Segal.

Shoes and watches will be two very important additions to the JLo lifestyle brand,” said Lopez in an e-mailed statement. “Our watches will be more fashion-driven, incorporating cutting-edge and timeless style. E. Gluck Corp. is a powerful player in the watch industry and I know we both feel very passionate about this new venture. Shoes have been long awaited and will be a great way to extend our vision behind our lifestyle brand. I feel very confident in the partnership we have with Titan to carry out our sensibility with great quality.”

Denise Seegal, chief executive officer of Sweetface Fashion, said, “We wanted to really develop a full lifestyle brand, and these are almost the last two categories that will complete our brand strategy. We have not done hosiery and socks, for instance. The shoes are a very important ingredient in a woman’s wardrobe. Jennifer loves shoes, so doing our shoe license really completes the head-to-toe dressing of our female consumer, and the watch is such a key category to develop.”

The watches will launch in better department and specialty stores in October for holiday selling, and looks are inspired by Lopez’s glittering stage style, with designs honing in on bright colors and crystal adornments.

“I would describe the look as feminine with a touch of street edge,” Sidney Gluck, executive vice president of E. Gluck, said. “It’s sexy and chic. There is some Hollywood-inspired drama and glitziness. It’s romantic and feminine but it makes a statement, too — what you would expect from a line inspired by a superstar.”

Gluck did not give sales projections, but said he expects the watches to be in at least 750 stores initially. He declined to give wholesale prices, but the line will range from $70 to $195 at retail. At those price points, JLo watches will compete with Anne Klein New York and Guess watches.

The shoes are expected to hit better department and specialty stores in February. The collection will retail from $59 for shoes and sandals to $150 for boots. The lion’s share will retail from about $69 to $79, or $25 to $35 wholesale. Those prices would put JLo shoes directly in competition with Nine West.

“It’s obviously young fashion,” said Joe Ouaknine, president of Titan Industries. “You look at Jennifer and how she dresses, and we wanted to take what she likes and interpret it into shoes.

Ouaknine added that the footwear collection could be a $50 million business in two years.

JLo by Jennifer Lopez has licensed categories such as swimwear, girls’ apparel, fragrance, jewelry, outerwear, lingerie, handbags, belts and small leather goods and hats, gloves and scarves.

Both [new] categories will noticeably reflect Jennifer’s vision, and her input as the creative director of brand will be instrumental to the product,” noted Chip Rosen, vice president of licensing and international operations for Sweetface.