In collaboration with Icarus Capital, The Brand Liaison is proud to announce the expansion of the aspirational beach and lifestyle brand, Lifeguard.  Building on its  20+ Million Dollar apparel program, strategically placed in beach, resort and airport channels, The Brand Liaison will seek to expand the Lifeguard brand, including the iconic + sign logo and the Mountain Rescue, Ski Patrol and Beach Rescue brands.

“This brand is quietly one of the most current and iconic brands on the surf and beach scene today.   Its so simple and so noticeable,” says Steven Heller, President of the Brand Liaison.

Lifeguard prides itself on its unique apparel featuring tee’s and hoodies, sweats, swimwear and other sportswear sold primarily in the travel and resort channels.  Whether it’s for a swimmer, a surfer, a skier, or someone who just wants to look cool, Lifeguard offers a sense of boldness with a fashion forward approach along with the durability needed for active sportswear.

As part of its multi-tiered licensing strategy, The Brand Liaison will seek to expand the Lifeguard brand into additional apparel and accessories such as outerwear, sleepwear loungewear and undergarments, sunglasses and prescription eyewear, and travel goods as well as outdoor sporting products, including beach towels, beach chairs, pool toys and floats, coolers and hydration, and all water sports and sporting equipment, and HBA and Suncare.

Lifeguard licensing includes the Lifeguard brand and + logo, as well as Ski Patrol, Beach Rescue and Mountain Rescue.  To learn more about Lifeguard licensing, visit The Brand Liaison at www.TheBrandLiaison.com.

About Lifeguard
The Lifeguard brand targets the young and adventurous, the thrill seekers, the athletes, the extreme sports afficionados, and anyone looking to standout.  Active males and females alike are drawn to the brand that understands their lifestyle, speaks their language, and knows what it means to be bold.

Lifeguard prides itself on its unique apparel including Swimwear, Outerwear, Sportswear, as well as Sporting Goods and  Equipment. Whether it’s for a runner or a swimmer, a surfer, or a diver, or you just want to look cool, Lifeguard offers that boldness with a fashion forward approach along with the durability needed for active sportswear.  Featured in all beach, surf off-price and department store channels, Lifeguard licensing includes the Lifeguard brand and + logo, as well as Lifeguard Ski Patrol, Lifeguard Beach Rescue and Lifeguard Mountain Rescue.  Seeking all outdoor products, outerwear, sleep and loungewear, undergarments, sunglasses and RX, pool and beach toys, hydration, water sports and sporting goods luggage and travel, electronics accessories, HBA and Suncare.

About The Brand Liaison
The Brand Liaison is a boutique licensing agency focused on creating new revenue streams for our clients through licensing, strategic partnerships and other brand extension programs.  For licensors, our goal is to commercialize opportunities that will extend our clients’ brands into cohesive product categories to maximize their licensing potential.  For manufacturers, we assist in acquiring brands and developing strong licensing programs in order to create long term retail success.  In each case, we work closely with our clients to ensure that our brand extension activities compliment the strategic goals and objectives of each client and brand that we represent.  http://thebrandliaison.com