STOCKHOLM, July 28 Budget fashion chain Hennes &
Mauritz (HMb.ST) is to partner with soccer star David Beckham to
sell his new range of underwear, the Swedish group said on
H&M, the world's number two clothes retailer, has often
linked itself with famous names to attract customers, including
Madonna and Stella McCartney. The partnership with Beckham will
be a long-term alliance, the group said.
"It marks the beginning of a significant relationship
between H&M and David Beckham, with new Bodywear products being
launched seasonally," it said in a statement. A spokeswoman said
the cooperation would initially last two years.
The initial range will be launched to coincide with
Valentine's Day 2012 from February 2.
Beckham said in the statement that choosing H&M to retail
the new underwear was the final piece in a jigsaw of developing
the range. "In H&M we have found the perfect partner to
collaborate with going forward," he added.
Beckham is launching the range with his long-term business
partner Simon Fuller, creator of the popular "American Idol"
television talent competition.
(Reporting by Patrick Lannin)