AceShowbiz - Britney Spears is expanding her brand by launching a collection of fashion and lifestyle merchandise. The "Stronger" hitmaker has teamed up with brand management company Epic Rights to create the Britney Spears Lifestyle branded merchandise line, which is expected to launch in spring 2019 and include fashion pieces, accessories, exercise clothing, electronics and hair care products.
"I am excited to collaborate with Epic Rights to create a new contemporary lifestyle collection," she said in a statement. "We see this new lifestyle collection as Britney's next step in connecting with her legions of loyal fans around the globe," her manager Larry Rudolph added. "Sharing her style and fashion sense through products she has developed is a testament to her authenticity as well as her commitment to and appreciation of the fans that have made it all possible."
The singer is reportedly hoping to expand her brand presence in the marketplace by teaming up with the licensing company, which will also handle her e-commerce projects including online retailer Amazon.
Dell Furano, chief executive officer of Epic Rights, also heaped praise on the 36-year-old and stated, "Britney continues to be one of the biggest pop stars in the world with numerous multiplatinum records and awards over the past 20 years. As a passionate artist, successful businesswoman and devoted mother, her strive for excellence is unparalleled."
Britney's previous ventures include her fragrance range in collaboration with Elizabeth Arden, which has released more than 20 products since it launched in 2004 with Curious. She has also fronted campaigns for Skechers, Candie's and French fashion house Kenzo.