Nicki Minaj will have her own lifestyle brand, ranging from accessories to apparel, available only at Kmart and their affiliated website.
Nicki Minaj is using her star power to expand her brand, once again. This isn't a deal with adidas, nor Pepsi, nor American Idol, nor MAC cosmetics-- all ones already locked down. Now Ms. Minaj has announced a long-term deal with Sears Holdings, which will bring her own clothing line to Kmart and the company's affiliate website ShopYourWay.Com
The female powerhouse will create a multi-department lifestyle brand, as well as an accessories and apparel collection, which will be available exclusively at Kmart and its online site.
Nicki Minaj commented on the new partnership, "I am so excited to work with this iconic, mass retailer and to bring affordable fashion to my beautiful barbz all across the U.S."
Adam Levine of Maroon 5 is also partnering with Sears Holdings, and the company is hopeful that the two superstars will drive traffic to their affiliated site, ShopYourWay.Com
The two stars are under contract to promote the site to their millions of followers and fans on their respective social media networks.
Imran Kooma, executive vice president and president of Marketing & Online at Sears Holdings, welcomed the two artists, "We are thrilled to align Kmart and Shop Your Way with two of America’s superstars. We welcome Adam and Nicki into our world and look forward to capturing their energy and creativity on ShopYourWay.com and translating it into unique apparel, accessories and other merchandise."
Both lifestyle brands from Adam and Nicki are scheduled to appear in select Kmarts by the end of 2013.