Jantzen Looks to Expand Brand Licensing Program

Swimwear brand seeks partners to bring its heritage and style to new product categories.

Mar. 18, 2026 at 5:00pm

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Jantzen Brands Corporation, the legacy swimwear brand founded in 1910, has appointed Kelli Couchee as its new director of licensing. Couchee will lead the brand's global licensing strategy, focusing on expanding Jantzen's presence across new categories and markets while honoring its fashion heritage and iconic Diving Girl logo. The brand is actively exploring licensing opportunities in areas like activewear, loungewear, beach accessories, home goods, and more, seeking partners who can interpret Jantzen's vintage aesthetic in modern and relevant ways for today's consumers.

Why it matters

As one of the most recognizable swimwear brands, Jantzen's successful expansion into licensing could allow the company to reach new audiences and product categories, building on its 100-plus years of history and brand equity. Licensing deals that maintain Jantzen's quality and authenticity will be key to ensuring the brand's legacy continues to resonate with both longtime fans and new consumers.

The details

Jantzen is looking to partner with best-in-class licensees who understand the brand's heritage and can reinterpret it for today's market. The company is particularly interested in categories like activewear, loungewear, sleepwear, intimates, beach accessories, bags, headwear, footwear, and home goods that complement the coastal lifestyle the brand represents. Jantzen also wants to expand its core swimwear business into men's and kids' ranges through licensing deals.

  • Jantzen appointed Kelli Couchee as director of licensing earlier this year.
  • Licensing Expo 2026 will take place May 19-21, 2026, in Las Vegas.

The players

Jantzen Brands Corporation

A legacy swimwear brand founded in 1910, known for its heritage, innovation, and enduring style.

Kelli Couchee

The new director of licensing at Jantzen, responsible for leading the brand's global licensing strategy.

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What they’re saying

“Jantzen is widely recognized as America's first swimsuit brand. That legacy and history give us so much to work with. The Diving Girl logo, beautiful vintage advertisements and extraordinary art archives going back to the 1920s lend themselves to a great variety of products.”

— Kelli Couchee, Director of Licensing, Jantzen Brands Corporation

“It's important that we partner with licensees who value the history and authenticity as much as we do. This might mean that we connect with a licensee who can envision a product range using Jantzen's historic art archives or vintage ad images.”

— Kelli Couchee, Director of Licensing, Jantzen Brands Corporation

What’s next

Jantzen will be exhibiting at Licensing Expo 2026, taking place May 19-21, 2026, at the Mandalay Bay Convention Center in Las Vegas. The company is looking to connect with potential licensing partners at the event.

The takeaway

As Jantzen looks to expand its brand licensing program, the company is focused on finding partners who can authentically interpret the swimwear brand's rich heritage and iconic imagery in modern, relevant ways across new product categories. Maintaining Jantzen's quality and brand DNA will be crucial as the company seeks to reach new audiences and complement its core swimwear business.