Rock Steady's Adeline Gets Web Deal in the U.K.
Rocky Steady Clothing, a division of Santa Ana, Calif.-based Steady Clothing has reached an agreement with United Kingdom-based online retailer EBTM to launch an online store for Rock Steady’s Adeline line, designed by Billie Joe Armstrong of the band Green Day and his wife, Adrienne.
The agreement will also include the distribution of Adeline product to wholesale suppliers in the United Kingdom.
Adeline’s product range and marketplace are complementary to EBTM’s existing business, and the brand has already sold successfully online (at www.ebtm.com), said company officials.
The agreement gives EBTM the exclusive distribution rights to the brand in the United Kingdom and Spain. EBTM will launch a single-brand Web store in the coming weeks. It will distribute Adeline products through its wholesale-distribution network.
Richard Breeden, chief executive of EBTM, said the deal “offers a significant opportunity to strengthen our existing wholesale and online retail operations.” He added, “The brand already has a loyal customer base, and we are confident that we will be able to continue to a provide high-quality service.” —Robert McAllister
