Apple Corps and The Thread Shop – Sony Music Entertainment’s merchandising division – have announced a partnership to develop new merch, licensing, retail and ecommerce opportunities for The Beatles in North America.
The Thread Shop will work with Apple Corps to expand The Beatles’ brand presence in the US and throughout the region by creating unique apparel, products and collaborations that celebrate the band’s cultural and musical legacy. The Thread Shop will produce all-new original offerings from The Beatles.
New merchandise from The Beatles will be made available across the Thread Shop’s network of major retail chains and leading independent retailers. It will also operate The Beatles’ North America D2C commerce site.
Richard Story, president, Commercial Music Group, Sony Music Entertainment, said: “More than a half-century after Beatlemania first broke out in the US, The Beatles remain an unmatched cultural force in our society. Their revolutionary achievements continue to inspire artists and thinkers across borders, cultures, and generations. We are tremendously honored that they have entrusted The Thread Shop with their iconic brand, and we look forward to sharing their extraordinary vision with fans.
The Thread Shop will introduce its first wave of The Beatles merchandise collection with a pop-up store in New York City from December 11 to December 22.
In connection with the agreement between Apple Corps and Sony Music, Joe Marziotto has joined the Thread Shop as VP, licensing & marketing to continue active Beatles licensing relationships and develop new opportunities for the band in partnership with Apple Corps.