Collective Licensing International - Fashion Company Profile
Collective Licensing International (CLI) was the brand-development and licensing arm of Collective Brands: from Englewood, Colorado, it owned and licensed youth-lifestyle brands - above all Airwalk, the skate and snowboard label - building licensing programmes, style guides and retail partnerships for brands whose owners did not run stores themselves. When Collective Brands was bought and split in October 2012, CLI went with Payless ShoeSource into the Payless Holdings company formed by Golden Gate Capital and Blum Capital. It no longer operates as the independent licensor this page profiled, and no shop box appears here: a licensing firm sells rights, not products.
Company Snapshot
- Status
- No longer an independent company - Collective Licensing International was Collective Brands' brand-licensing arm; in the group's October 2012 breakup it passed, with Payless ShoeSource, to Golden Gate Capital and Blum Capital as part of Payless Holdings
- Type
- Brand licensing company (historical)
- Headquarters
- Englewood, Colorado, United States
Company Profile
The licensing engine CLI described - toolkits, brand management and the Airwalk and Vision Street Wear programmes - is set out in the profile section below.
Founded in 2004 by 20-year industry veteran Bruce Pettet, named one of the 'Marketing 100' by Advertising Age magazine, Collective built a revolutionary engine for its growing portfolio of youth lifestyle brands, including the Airwalk, Vision Street Wear, Sims, Lamar and LTD, World Snowboarding Championships, Sugarboards, Carve, genetic, Dukes, Rage, Ultra-Wheels and Skate Attack brands. The company(?:'|')s own site, in both its forms, is in the References. This page leads with the licensing unit's own record; the parent group's shared summary - segments, store counts and the October 2012 Wolverine consortium acquisition - is told in full on the Collective Brands parent profile in this letter and is not repeated here beyond this sentence.
Collective Licensing International History
The earlier record for this company - its history, past brand line-ups, figures and photographs from the periods described - is kept on a separate page for historical reference.
Collective Licensing International History & Historical Profile →Common Questions
What is Collective Licensing International?
The brand management and global licensing unit of Collective Brands, headquartered in the Colorado Rockies, licensing youth lifestyle brands including Airwalk, Vision Street Wear, Sims, Lamar and LTD, in the historical record.
Who founded it, and when?
Bruce Pettet, a 20-year industry veteran named one of Advertising Age's Marketing 100, founded Collective in 2004.
How does the licensing model work, as recorded?
Collective delivers extensive branding toolkits - strategic architecture, communication tools, design direction and consumer insights via B2B websites - to license partners worldwide; Airwalk alone is licensed in more than 100 countries and Vision Street Wear in 80.
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References & Further Reading
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