Nicki Minaj is bringing a new line to Kmart, according to an announcement made on her website, earlier today. The rapper, and Maroon 5 front man Adam Levine, inked a long-term deal with Kmart parent company, Sears Holdings, to launch a multi-department lifestyle brand.
The new deal teams Minaj with the retailer and social shopping platform ShopYourWay.com. “We are thrilled to align Kmart and SHOP YOUR WAY with two of America’s superstars,” said Imran Jooma, executive vice president of marketing online and financial services, at Sears Holdings. “We welcome Adam and Nicki into our world and look forward to capturing their energy and creativity on ShopYourWay.com and translating it into unique apparel, accessories and other merchandise.”
Rather than an average celebrity line, Minaj’s collection will surpass traditional product by integrating a fun and engaging social experiences via Shop Your Way.”I am so excited to work with this iconic, mass retailer and to bring affordable fashion to my beautiful barbz all across the U.S.,” the 30-year-old said.
Since dropping her Pink Friday debut in 2010, Minaj’s brand has extended beyond creating music. She released her a fragrance last year, and will make her debut as judge on American Idol next week. When asked about her rocky relationship with fellow judge Mariah Carey during the Fox TCA Tour Panel, yesterday she took a diplomatic approach. “I say nice things about Mariah all the time,” Minaj said. “I tell Mariah all the time how much of a fan I am of her. She’s one of my favorite artists of all time … She’s shaped a generation of singers. It’s kind of crazy to be on a panel with her … I feel excited to see [the contestants] see someone they look up to so much … [and] hear her critique.”
Kmart has yet to announce an official release date for Minaj’s product line.