NYSE:KTBLuxury
Lee Kacey Musgraves Walmart Tie Up Tests Kontoor Brand Strength
Lee, owned by Kontoor Brands (NYSE:KTB), has launched its first celebrity collection with Kacey Musgraves.
The collection is available exclusively at Walmart, pairing Lee's denim heritage with Musgraves' style and fan reach.
This collaboration focuses on lifestyle positioning for Lee and uses Walmart's broad footprint to reach a wide shopper base.
For Kontoor Brands, which houses Lee and Wrangler, the Kacey Musgraves collection highlights how branded apparel companies are using celebrity...