"Our goal with licensing endeavors is to establish categories that complement our core product and deliver what our consumers expect from the Dickies brand," states Michael Penn, head of licensing for Williamson-Dickie. "We're excited to have Intradeco as the newest member of our licensing portfolio and are eager for them to show the marketplace why they are a dominant resource."
This reassignment of the Dickies license includes the movement of key design, merchandising, customer service and sales personnel from Dynasty Apparel to Intradeco Apparel, allowing uninterrupted service to major customers such as Walmart, Sears Holdings Corporation, AAFES and the rest of the customer base.
"With 90 years of work wear heritage under our belt, it's important to align with strategically focused brands, vendors and suppliers to ensure our future success," said Matthew McCartin, head of marketing for Williamson-Dickie. "Intradeco is a renowned apparel company and we're thrilled to have them on board with the Dickies brand."
Dynasty Apparel, which held the license for Dickies® men's tops since 2002, will assist in the transition of the business. They will continue to independently operate their licensed business which consists of brands such as Major League Baseball and entertainment brands.
"Intradeco is very excited to be the new Dickies brand licensee for men's lifestyle and casualwear tops as well as the lifestyle and casual children's wear categories," says Terry Trofholz, executive vice president for Intradeco. "This is a perfect match of Intradeco's core competencies in design and supply chain management with one of the most recognized brands in apparel. What a great way to begin 2013!"
Starting with Spring 2014 deliveries, Intradeco will become the Dickies lifestyle and casualwear licensee for infant/toddlers, 2T-20 boys and girls.
About Williamson-Dickie Mfg. Co.
Williamson-Dickie Mfg. Co. is the world's leading provider of authentic work apparel, specializing in innovative performance work wear since 1922. The company offers premium quality products at an unmatched value across a vast assortment of apparel, footwear, and licensed goods in more than 100 countries. Williamson-Dickie operates through wholly-owned affiliates in the United States, Canada, Mexico, Europe, China, Japan and the Middle East; exclusive licensees and distributors in Africa and the Asia Pacific region; and under the Dickies®, Workrite®, Kodiak® and Terra® brands. For more information, visit www.williamsondickie.com.
About Intradeco Apparel
Intradeco is a division of Milady Holding Corp., a vertical manufacturer of textiles and finished goods based in El Salvador and Nicaragua. Intradeco Apparel began in 1982 as a family run business in Miami, FL, overseeing textile and apparel trading operations. It is a major supplier of quality fashion basics and thermal underwear to major retailers in the United States, Mexico, and Canada. The company oversees production in Central America through its subsidiaries - Hilcasa, Intradesa, and Prone. The finished products are sent to and distributed from distribution centers in Miami and El Salvador. Other operations include a sales office in Bentonville, Arkansas; and design studios in New York City and Miami. For more information, visit www.intradecoapparel.com
Misty Otto Dickies 817-810-4461 motto@dickies.com Jamie Dammrich Zeno Group 312-396-9715 jamie.dammrich@zenogroup.com ###