IMG partners with Refinery29 to launch licensed products in exclusive multi-year deal
IMG today 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 that resonate with Refinery29’s highly engaged audience.
As Refinery29’s first global licensing representative, IMG will explore opportunities within categories including health & beauty; apparel & accessories; office; and home, bedding & décor. 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.
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. According to Refinery29 Intelligence proprietary research, one in two users trusts a brand that is featured on Refinery29, and more than 50 percent have purchased an item as a result of seeing it on the site.*
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.”
“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. “IMG’s proven ability to license premium content with relevance and scale will further drive awareness of Refinery29 as a discovery platform for consumers and brands.”
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.