Sweetface Fashion Company, LLC announced today they have signed an agreement to distribute the JLO by Jennifer Lopez sportswear collection throughout Russia and the former Soviet republics with Toroil, S. A., an investment company based in Lugano, Switzerland.
The partnership between Toroil and Sweetface comes just months after the highly successful opening of the first-ever JLO boutique in Moscow. The response to the product at the boutique, located in the Crocus City Mall, prompted Sweetface to identify a distribution partner who could further capitalize on the market potential of Russia and the former Soviet republics. The agreement with Toroil contemplates both distribution in multi-brand stores as well as strategic openings of freestanding JLO stores in Kazakhstan, the Ukraine, Latvia and 11 other former republics (excluding Russia and Azerbaijan).
“The emergence of these dynamic markets provides enormous potential for Sweetface to achieve its strategic goal of making JLO a truly global brand,” said Chip Rosen, Vice President of Global Licensing and Marketing. “We are excited to be working with Toroil, whose expertise and understanding of this region will undoubtedly lead to successful expansion of our brand.”
International distribution of the clothing line fulfills a key aspect of the Sweetface strategy. In response to the phenomenal reaction to JLO products in Canada, Latin America and now Russia, Rosen said, “Continued expansion into the international market creates new chapters in the overall strategy for the brand, granting Jennifer’s collection a great opportunity to blossom throughout these regions. Hardly a day goes by without inquiries from international retailers, which is a testament to Jennifer’s global popularity.”
Toroil, S.A., is a Swiss Association which does business in both Western and Eastern Europe, as well as throughout the countries comprising the former Soviet Union. Toroil participates in a wide array of business ventures, from financing projects in the energy industry to marketing and promoting Western companies and products to consumers. Toroil is located in Lugano, Switzerland and in Moscow, Russia.
Giorgi Rtskhiladze, President of Toroil, remarked, “The Russian-speaking market expects no less than a star-quality fashion line when it carries the name ’JLO by Jennifer Lopez,’ and we are excited to partner with Jennifer and Sweetface to introduce her brand to this market which we are certain will define the gold standard for casual, upscale fashion.”
Sweetface Fashion Company is a joint venture between Jennifer Lopez, Andy Hilfiger and Joe Lamastra. The company designs, markets, manufactures, and sells the JLO by Jennifer Lopez sportswear collection. The current licensed products for the JLO by Jennifer Lopez brand include swimwear, girl’s apparel, fragrance, jewelry, outerwear, lingerie, handbags, belts and small leather goods, hats, gloves and scarves, watches, sunglasses and footwear. The brand is currently distributed in the US, Canada, Latin America, and through its flagship store in Moscow.