BRANDING

Avril Lavigne's New Business

The rock celebrity launches a new retailing business, called AbbeyDawn.com.
The Brand of Avril Lavigne often sports Abbey Dawn apparel onstage.

Courtesy Company

Avril's Faves The Follow Your Heart Muscle Tee (top) and the Peepers Oversized Tee

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Like many celebrities hoping to break into fashion, Avril Lavigne partnered with a big national retailer when she launched her Abbey Dawn clothing line in 2008. Just two years later, though, the business-savvy pop star and Kohl's ended their relationship, and Lavigne set out to build a global apparel company. Her new e-commerce store represents the latest addition to Lavigne's brand marketing empire, which also includes two fragrances, Black Star and Forbidden Rose.

Lavigne launched her new business, AbbeyDawn.com, last December, and its apparel is available in more than 50 countries. The site features rocker-chic T-shirts, tanks, and hoodies with bold graphics and bright colors. Some items are emblazoned with the titles of Lavigne's recent singles, "Smile" and "What the Hell." Lavigne, whose San Diego company has 33 employees, says she is "deeply involved" in every step of the design process. "The brand reflects my own style, so nothing goes on the shelves that I wouldn't wear myself," she says. This month, the pop star, who recently wrapped up a three-week concert tour in Asia, will unveil a full spring 2012 collection at Bread & Butter, an apparel trade show in Berlin. In the next year, she plans to expand into new categories, such as footwear and denim. "Our main goal right now is to make our clothes available to fans all over the world," Lavigne says. "When I see girls wearing Abbey Dawn, it's awesome."

IMAGE: Daniele Venturelli/Getty
From the July/August 2011 issue of Inc. magazine




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