Mom's the Word

Kathy Ireland Worldwide has come a long way since it first began licensing white cotton socks at Kmart back in 1993. With a focus on the needs of busy moms, the program now spans a half dozen product categories. According to Forbes magazine, Kathy Ireland, the company's CEO and chief designer, personally netted close to $10 million last year. Ireland, formerly a model/actress, serves as chief spokesperson, highlighting the company's strategy to working moms of all ages. There are four promises every product must fulfill, she says: fashion, quality, value and safety. When asked how she selects a brand partner, Ireland says she starts by getting to know each executive on a personal level. Ireland says the stores she partners with are ones that are already viewed as solutions by her busy customer in terms of both products and shopping experience. The store must also have helpful and knowledgeable associates.