Former England football team captain David Beckham is set to launch a new men’s underwear range at clothing specialist H&M, it was announced today.
The LA Galaxy star has been working on his Bodywear line for the last year and has secured a deal with the Swedish high street retailer that will see products sold in 1,800 stores in 40 countries from February 2012.
H&M will have exclusive rights to the Beckham’s new fashion range and will begin selling it from February 2nd 2012 to coincide with the build-up to Valentine’s Day.
“Over the past year, I’ve been developing my Bodywear range with my team and I’m extremely positive about what we have designed and produced,” Beckham explained.
“The final piece in the jigsaw was a retail partner who has the vision and capability to distribute these products globally.
“In H&M we have found the perfect partner to collaborate with going forward, I’m excited and looking forward to showcasing the range to H&M customers from February.”
H&M Group recently announced that profits after financial items were down year-on-year in the six months to May 31st 2011, but the UK market is currently one of the company’s top performers.
Other strong growth markets for the retailer include the US, China, Russia and South Korea, and partnering with international sporting stars such as Beckham should be a way of further enhancing the company’s brand worldwide.
Ann-Sofie Johansson, H&M’s Head of Design, said the retailer is excited about the new relationship with someone she described as “a true icon both of sport and style”.
“It is incredibly exciting for H&M to be entering into a long-term partnership with him for his David Beckham Bodywear line,” she added.
“It is the start of an amazing adventure for us at H&M.”