Phat Farm founder and CEO Russell Simmons and Baby Phat creative director Kimora Lee Simmons have expressed their excitement over a new deal that will expand their respective brands into the world of home fashions.
Kellwood Co., a St. Louis-based a manufacturer of branded and private-label apparel and recreational and camping equipment, announced yesterday (June 14) that it’s Phat Fashions division signed an agreement with Dan River Inc. to develop and market a line of home fashions under the Phat Farm and Baby Phat brands.
Kellwood bought Simmons’ Phat Fashion in 2004 for a reported $140 million in cash 2004.
Financial terms of the new deal weren’t released.
“Phat Farm has been at the forefront in building a Hip-Hop lifestyle business,” Russell Simmons said in a statement. “This new generation needs its own native interpretation of the bedding/bath business. We are filling a void and reacting to what our consumers have requested.”
The Phat Farm bedding collections will include stonewash denim and nautical color blocks embroidered with the brand’s logo.
The Baby Phat bedding will highlight an Asian look in black, white and exotic prints.
The bedding serves as “the next step in expanding our lifestyle brand,” stated Kimora Lee Simmons.
The new home fashions line, which features bedding, bath linens and window treatments, is slated to appear in department and specialty
stores this fall.