Jessica Simpson entering activewear market

Jessica Simpson's billion dollar label is now expanding to a new category: activewear. The new line will be called Jessica Simpson The Warm Up. This marks the first major category expansion for her brand since it was acquired by Sequential Brands Group in April.

Sequential has a majority stake in the business, as well as the master license, and have plans to turn it into a 2 or 3 billion dollar business. Jessica Simpson has ownership of remaining balance of the equity of her company. The Camuto Group, the former holders of the master license, helped build the brand into the 1 billion dollar business it is today.

Jessica Simpson brand adds activewear category

The upcoming activewear line will have elements of both traditional activewear and athleisure. The line will ship at the end of October, and will initially be available at Macy's Inc. at 300 doors and on macys.com. Price points for the collection range from 24 dollars to 49 dollars. The leggings, sports bras, and track jackets will feature a performance technical fabric called Extraordin-Air, a polyester-spandex blend that incorporates moisture wicking capabilities and four way stretch.

The line is expected to expand to other retailers next spring. Martine Reardon, Macy’s Chief Marketing Officer, said to WWD that the line “has some style and it’s got some comfort at the same time." He noted that the new line is broad enough for “use at the gym or walking around the city doing errands.”