Madonna is expanding her Hard Candy Fitness brand to include retail products.
According to Billboard, Hard Candy Fitness, which currently has boutique gyms in eight cities across the globe, has announced a partnership with merchandising and licensing company Epic Rights. The deal aims to bring the Hard Candy Fitness lifestyle to those who may not have access to the brand’s gyms.
“We wanted to bring the brand to the public so if they never have a chance to join a Hard Candy Fitness club, they can still experience the Hard Candy Fitness workout wherever they are, and have the best-in-class tools,” Dan Levin, head of Epic Rights’ Celebrity & Lifestyle division, tells Billboard. “As Madonna is to music, pop culture and fashion, we believe Hard Candy Fitness will be the preeminent symbol for a fit, healthy and luxury-infused lifestyle.”
Epic Rights will reveal more details about the deal at the 2015 Licensing Expo in Las Vegas June 9 to 11.
Madonna founded Hard Candy Fitness in 2009. In February, the brand launched a 20-week dance class series at the Broadway Dance Center in New York, inspired by the pop icon’s choreography.
The brand currently has gym locations in Moscow and St. Petersburg, Russia; Santiago, Chile and Sydney, Australia; as well as in Mexico City, Rome, Berlin and Toronto. The company reportedly plans to expand to more locations, including in the U.S., in the near future.