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Beyoncé Will Push Apparel Line, Samsung Phone

  • Brandweek, Friday, October 12, 2007 11:30 AM
Beyoncé Knowles is relaunching her House of Deréon apparel collection, and is partnering with Samsung to market the B'Phone, a version of its UpStage unit that includes video and music functionality. The maroon-and-gold phone will be sold exclusively at Wal-Mart for $99, bound with a Sprint service contract.

House of Deréon--founded in 2004 by Knowles and her mother, Tina, as a denim and sportswear line--failed at retail and was soon shuttered. Another collection, just dubbed Deréon and targeted at the junior market, bowed at retail for holiday 2006, and according to Women's Wear Daily, continues to perform well.

The relaunched label, produced by Bahari Group, will be a collection of cocktail dresses and evening gowns designed by Tina Knowles after looks her daughter has worn on stage and in other media appearances. The pieces, which will wholesale for $120 to $300, will be available at higher-end boutiques and better department stores, such as Bloomingdale's and Nieman Marcus.

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