White Mountain and Cliffs are expanding beyond footwear.
The two comfort footwear brands have signed a licensing agreement to distribute rain, lightweight and heavyweight outerwear for women, men and children via a partnership with Mirage Fashion Group, a privately held outwear company.
“Partnering with the White Mountain and Cliffs brands is an exciting opportunity for Mirage Fashion,” Jack Hara, president of Mirage Fashion Group, said. “With over 20 years of experience in designing and producing high-quality outerwear, we are confident that our team can infuse a fresh perspective into the White Mountain and Cliffs brands while staying true to their authenticity and core values.”
The affordably priced outerwear line includes raincoats, puffer jackets, vests and ski pants for all three categories. The first collections are scheduled to launch in fall 2023, initially available online at Kohl’s and at retailers including Burlington, Sierra Trading, TJX and outdoor retailers, with expanded distribution in 2024. The brand will also introduce a range of three-in-one jackets and ski jackets for men and women, planned for fall 2024.
White Mountain and Cliffs
“Expanding into the outerwear category marks an exciting and pivotal milestone for White Mountain and Cliffs,” Alen Mamrout, CEO of American Exchange Group, said. “This strategic partnership with Mirage Fashion Group allows us to tap into their expertise in designing and producing stylish outerwear for all genders and sizes to provide high quality, affordable products to an entirely new range of consumers. We are confident that our entry into outerwear will be met with enthusiasm, and we look forward to this exciting chapter of growth and exploration.”
White Mountain and Cliffs have been focused on expanding their offerings since being acquired by American Exchange Group earlier this year. In May, the two brands moved beyond women’s footwear for the first time in 40 years to distribute legwear via a partnership with wholesale hosiery company Legwear Concepts Inc. They also partnered with Iconic Footwear, a wholesale footwear company trendy affordably priced shoes. And earlier this month, White Mountain added girls’ footwear to its area of expertise with a collection designed to complement White Mountain’s women’s line.
“We are thrilled to embark on this new chapter for White Mountain,” Cynthia Nixon, executive vice president of licensing and brand development at American Exchange Group, said. “As a brand that has been synonymous with quality footwear for the past 40 years, expanding into the outerwear category is an exciting progression for us. The brands White Mountain and Cliffs each evoke a sense of adventure and lifestyle, making it the perfect complement to introduce a line of outerwear products. We are confident that our dedication to comfort, affordability and timeless style will translate seamlessly into this new venture, providing our customers with a complete head-to-toe experience they can rely on.”
