The Spice Girls have inked a deal with US lingerie chain Victoria’s Secret ahead of the girl-group’s reunion tour. The retailer will be the only US outlet to sell the girls’ greatest hits CD this year.
The partnership follows news that the reformed group will star in supermarket chain Tesco’s multi-million pound Christmas advertising campaign, as exclusively revealed on marketingweek.co.uk last week.
Capitol Records is believed to have approached the lingerie company with the sales proposal last month. It will be the only retailer – including music shops – to sell the CD in the US from November 13, although digital tracks and albums will be sold through online outlets.
The girl group, whose last album Spice World was released a decade ago, announced a reunion tour earlier this summer. The group, through 19 Entertainment, is thought to be striking deals on a region-by- region basis.19 Entertainment, which represents the group globally, is understood to want to limit the number of brand partners the group has after the Spice Girls were accused of brand overkill, with as many as nine concurrent partnerships at their late-1990s peak.
Tesco is understood to be one of four UK tour sponsors and will also use the group in its Christmas TV campaign, created by The Red Brick Road. It pits the girl group against fellow re-formed band Take That, which features in an M&S Autograph for Men campaign and provided the soundtrack to rival supermarket Morrisons’ TV spots.