Vera Bradley stretches into uniform market

Greater Fort Wayne Business Weekly

Vera Bradley has entered into a licensing agreement with CID Resources to produce health care apparel and coordinating accessories.

“Vera Bradley enters new product categories when it can deliver its signature style paired with new functionality missing from existing products in the market. The medical uniforms market alone is estimated at $1.8 billion in the U.S., and our research indicates that nearly 20 percent of our customers identify themselves as working in the health care industry,” Rob Wallstrom, Vera Bradley’s CEO, said in an announcement Tuesday morning.

“The products will be highly functional, contain technical materials and innovative construction techniques, and feature design lines and patterns that flatter a broad spectrum of silhouettes. Products will range from uniforms to coordinating totes and bags to ID badge holders,” added Stephanie Lawrence, vice president of licensing.

The health care collection is expected to launch in spring 2018.

Since September 2016, Fort Wayne based Vera Bradley has announced licensing agreements for: bedding, area rugs and textiles with Peking Handicraft; hosiery, tights, boot liners and slipper socks with Renfro Corp.; swimwear and coverups with Mainstream Swimsuits; smartphone and tablet cases with Incipio; stationery and home/office organizational projects with Lifeguard Press; and coloring books and gift sets with Fox Chapel Publishing.

The coloring books and smartphone products have already launched. The swimwear products will launch in May; the bedding, swimwear and stationery will launch in July. The company has a continuing license agreement with the McGee Group for readers and sunglasses.

The licensed products will be sold in Vera Bradley stores and online, as well as specialty and chain stores.