Wrangler and Genesco sign multiyear footwear licensing agreement

Wrangler and Genesco Inc. (NYSE: GCO) announced a multiyear licensing agreement for Genesco to design, source and market men's, women's and children's footwear under the Wrangler brand.

Under the agreement, Genesco will leverage its footwear expertise to develop products that align with Wrangler's brand identity. The partnership aims to expand Wrangler's presence beyond apparel into the footwear market while adding to Genesco's portfolio of licensed brands.

"We are thrilled to partner with Genesco, an industry leader with a proven track record of successfully interpreting brands and bringing compelling footwear to market," said Steve Armus, Vice President of Licensing and Collaborations at Wrangler.

Rick Higgins, President of Genesco Brands Group, stated that the partnership represents "a meaningful opportunity to accelerate growth in our Genesco Brands Group portfolio."

The initial collection will include classic Wrangler-inspired designs and trend-driven styles, according to the companies. The footwear line will span categories from workwear to casual lifestyle to Western-inspired styles.

The first Wrangler footwear collection under the licensing agreement is scheduled to launch in Fall 2026.

Genesco operates more than 1,250 retail stores and manages a portfolio of owned and licensed lifestyle brands. The company's existing licensed brands include Dockers, Starter and PONY. Wrangler is owned by Kontoor Brands (NYSE: KTB).

The information was disclosed in a press release statement from the companies.

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