THE STRANGE BUT TRUE TRIUMPH OF A SWIMSUIT ICON. SUPERMODEL SUPERMOGUL FL8RUARY 27 2012 LD|T|ON I ts staff meeting time for the biggest retail brand youve never heard of, which at Kathy Ireland Worldwide means marching up the hills outside Santa Barbara to the eponymous founders mission-style home for a corporate version of Im OK, Youre OK. As the coastal air tempers the bright California sun, 15 staffers dressed in casual black sprawl on the plush sofas or sit cross-legged on the floor. An Academy Award rests nonchalantly on an end table, lending a surreal touch. Dont ask about the Oscar, one of Irelands confidants says to me furtively. (It was from another fashion diva with a flair for retail, Elizabeth Taylor.) The groups breathing golden idol sits, chin in hand, in the middle of this group. At 48 Kathy Ireland is still as stunning as when she appeared in 13 consecutive Sports Illus- tratedswimsuit issues, including three covers (albeit now with bigger hair). Thank you, she says in her small voice as the group kicks off a brainstorming session about social media. Thank you, she repeats as ideas fly about ways to gain her company a bigger presence on Twitter and Facebook. Thank you, the group responds, the only two words invoked more over the next hour than excuse me and please. If this isnt how Americas best-known licensor, the famously demanding Martha Stewart, might do business, so be it. Kathy Ireland sells more productsome $2 billion at retailand shes worth more, too. If Martha Stewart represents WASP perfection (and those who aspire to it), then Kathy Ire- land rules flyover country (and those content to stay there), bequeathing her tasteand/or slapping her nameonto more than 15,000 products, few of which jibe with the image most people have of her. This swimsuit model doesnt sell swim- suits, and while many women may still as- sociate her name with a clothing line at Kmart, she barely sells clothes anymore, ei- ther. The bulk of her success comes instead from the kind of stuff that has likely never seen a celebritys name adorning it: ceiling fans, flooring, mattresses. And above all theres furniture: desks, end tables, media centers, beds, ottomans and bookcases. There are area rugs, carpets and headboards. And lots and lots of windows. One of the biggest pieces of the Kathy Ireland empire is her namesake vinyl and plastic replace- ment windows, which purportedly insulate heat inexpensively; a retail outfit called Window World moves $400 million of them a year. If theres any consistency to this grab bag that is Kathy Ireland Worldwide, its the target audience: Middle Americas moms. Theres a certain magic in placing a glamorous supermodels name on mun- dane products aimed at an everyday audi- ence. I can see your compassion for moms, tweeted one fan. Cant wait to read your book! (Ireland has published six.) With three children and four dogs, Ireland fronts the brand credibly. When I request a coaster before putting down a glass on a rustic wooden table at her house, Ireland waves her hand dismissively. Stewart might create a Thanksgiving din- ner spread worthy of a magazine; at Ire- lands place dogs lounge on the furniture. The ex-models elastic brand based on what I saw, she would consider Kathy Ireland toilet plungers or Kathy Ireland roach motels if she could argue they help busy momsproves a valuable trait in li- censing, a strict volume business. That $2 billion at retail (for comparison, Martha Stewart sells about $900 million at retail, based on industry estimates) translated into about $850 million in wholesale sales last year, of which Ireland got a royalty payment of roughly 6%. Thats around $50 million in revenue for Irelands com- pany, and with a meager staff of 42the beauty of licensing, of course, is that every- one else has to actually make and sell the stuffthe vast majority of that is pure profit, flowing straight into pockets of Kathy Ireland Worldwides photogenic 100% owner. KATHY IRELAND WAS an entrepre- neur long before she was a model. As a child in Santa Barbara, she painted stones, and rather than place them on her shelf to admire, she peddled them door-to-door (her grandmother carried one in her purse for protection) and eventually sold other art projects at weekly crafts fairs. At 11 Ireland noticed an ad beckoning newspaper deliverers: Are you the boy for the job? Ireland wrote a note to the editor saying she was the girl for the job, and she got it. Ireland was earning $60 a month when she decided it was time to get her own bedroom. She rang up a contractor for an estimate on what it would cost to add a room to the modest house she shared with her parents and two sisters. My SUPERMODEL SUPERMOGUL FORBES The strange but true story of how swimsuit icon Kathy Ireland turned Americas most mundane products into a licensing empireand became the first lady of flyover country. BY DOROTHY POMERANTZ PHOTOGRAPHED BY MICHAEL GRECCO FOR FORBES ireland_LOnoPHOTO_Layout 1 4/25/12 11:08 AM Page 1 mom found me in the driveway showing him where I wanted my room to be, recalls Ireland. I knew exactly what it was going to look like, what the furnishing would be. Then he gave me his bid, and it was something like $20,000. The room would have to waitbut not long. In 1980, at the age of 16, Ireland was discovered at a finishing school (where her parents were trying to clean up their tomboy daughter) by the Elite Modeling Agency. Within four years she was featured in the Sports Illustrated swimsuit issue, and in 1989, when she graced the cover for the first time, it became SIs best seller ever. Internationally famous, she was one of the group, which included Christie Brinkley and Cindy Crawford, that spawned the term supermodel. We joke that theres still the Kathy Ire- land standard, says MJ Day, senior editor of SIs swimsuit issue. Shes kind of the complete package. During her modeling period her entre- preneurial side ventures were whiffs, such as the time she became entranced with making beer with a bunch of gradu- ate students. In 1993 John Moretz, a mar- keter who later bought Gold Toe socks, approached Ireland with the kind of gig that signals a models best years are behind her: Did she want to model pedes- trian socks? Shes the girl next door who happens to be beautiful, says Moretz. That forms an emotional bond with the consumer. Pregnant with her first child, rather than shoot him down in a fit of celebrity pique, she made a counterproposal. What if they went into business together making and selling Kathy Ireland socks? I wanted to make it clear to them that I didnt want to just put my name on it, says Ireland. An endorsement wasnt interesting to me. Moretz agreed. He bought the rights to use her name on a line of socks, and he agreed to pay for manufacturing and dis- tributing the socks that Ireland would de- sign and promote. In return Ireland would get a royalty on every pair sold. She took out a $50,000 personal loan to launch Kathy Ireland Worldwide. Moretz was able to get Kathy Ireland athletic socks into sporting good stores like Big 5. Intrigued, he quickly bought the rights to license exercise clothes, bodysuits and eventually swimwear. Moretz became the master licensor for Kathy Ireland, sub- licensing her name to companies that made things besides socks and collecting 30% of that revenue stream to Irelands 70%. His biggest coup: helping her get an exclusive deal in 1994 with Kmart, which envisioned turning her into the apparel version of their star, Martha Stewart. While Moretz did the heavy lifting on her clothing line, Ireland dabbled in fitness videos (like 12 Minute Abs, Buns and Thighs), nonprofit work (March of Dimes and AIDS LA) and acting. She was making good money but was far from a mogul. That changed in 1998, when she decided to expand into furniture. Warren Buffett, who appreciated their shared experience as newspaper deliverers, once told her that fashion changes but the home remains far more secure. In apparel every celebrity with a Q rating above zero either had a line or was pitching one. But precious few celebrity licensors dabbled in home fur- nishings, even though the dynamics of buying a dresser are no different from buying a dress. A known brand name gives people a comfort level when buying, says furniture industry analyst Wallace Epperson. In 1999 Ireland went to the biannual furniture convention in High Point, N.C. with a line of sofas, chairs and end tables. She had a passion and she was very smart, says Irv Blumkin, head of Berkshire Hathaways Nebraska Furniture Mart, a 450,000-square-foot megastore that helps drive the direction of the industry. As she told me the stories of her different products I felt we should give her a chance. With furniture Ireland mandated that her brand would mean something: Finding solutions for families, especially busy moms, which is now the companys motto. So rugs were treated with a spill protection chemical that also holds the colors and al- lows the rugs to have longer lives. Tables were designed with rounded corners so running children dont get hurt falling on the edges. The furniture business showed potential, and within a year Ireland signed with Berk- shires Shaw Industries to expand into car- pets, flooring and floor tiles. She remains a staple for the company. As the furniture side of her business grew, so did Irelands confidence: She took a more active day-to-day role, and Moretz became more of an advisor, garnering an increasingly smaller cut of her action. In 2003 she even found the gumption to finally dump Kmart, which had come out of bankruptcy. Its heroic for a busy mom to go to a store, says Ireland, always quick to lionize her core customer. If she goes to a retailer and she has a bad experience shes mad and rightly so. The most audacious aspect of the Kmart decision: She had no immediate plans to get back into apparel. Kathy Ireland was officially a brand, transcending the products one would expect a supermodel to offer. Accordingly, Ireland has spent the last decade or so moving her company into logical busy mom offshoots, sharing her aura with field experts, as necessary. Her ACafe brand, with chef Andre Carthen, boasts kitchen candles, jewelry and kitchen knives. Shes teamed with landscape artist Nicholas Walker on Jardinwho also de- signed Elizabeth Taylors gardenswhich offers budget-minded outdoor products. And in buying the Sterling/Winters pro- duction and management company she now owned the company that had produced her made-for-TV Christmas movies (Once Upon a Christmas and Twice Upon a Christ- mas) and workout videos. The supermodel had come full circle. WHILE IRELANDS success is stagger- ing, its also unconventional. She admits that she barely graduated from high school, and while her entrepreneurial instincts have proven excellent, she hap- pily delegates the nuts and bolts of the business to others. Ask for financial details and shes quick to insist that for her business is more about investing in people than profits, whatever that means. And while shes happy to meet with retailers, she assiduously avoids grand openings, despite her drawing power. Weve tried it, and it doesnt work, says Ireland. What happens is the store gets cluttered with guys who are there with I WANTED TO MAKE IT CLEAR TO THEM THAT I DIDNT WANT TO JUST PUT MY NAME ON IT. ireland_LOnoPHOTO_Layout 1 4/25/12 11:08 AM Page 2 the design of a bed headboard. She designed one rug based on shells she collected with her children in Hawaii. Tough work if you can get it. Her design ideas are then boiled into the companys eight style guides, which are created by the professional designers within the company. So the Ivory Coast guide features animal prints, desert colors and sun-kissed skies. A Russian guide evokes snowflakes, bal- lerinas and the peasant-chic styling of Dr. Zhivago. Manu- facturers like Vaughan and Bonavista then take her ideas and guides and design the final product (with lots of input and approval rights from Ireland and crew). Her customers can access the style guides as well, positioning Ireland as their tastemakerand, it is hoped, encouraging them to buy more of her products, across multiple lines. There will be more to buy. Shes launch- ing a new retail arm with her original part- ner and on-and-off Svengali, Gold Toes Moretz, with the goal of penetrating the few busy mom categories she doesnt al- ready have: things like shoes, hair care and perfume, all of which will be offered direct to consumers through her website in addi- 500-year-old copies of Sports Illustrated. How does that help a busy mom? These people are just in her way. Instead, Ireland embraces her role as chief designer. Every one of those 15,000 rugs, candles and windows originates from something that struck her. So Ireland spends part of the year traveling the globe, looking for inspiration like some poet of commercialism. A beautifully rusted gate she saw in Liverpool once helped inspire tion to selling at retail. Shes planning a line of Kathy Ireland shops in Europe and Asia. And shes even returning to her first busi- ness, apparel. Although she already has a line of furs at Macys and a new bridal line at Mon Cheri, soon shell be selling every- thing from bras to jeans to business suits. All of this adds up to a very valuable company. Given the likely cash flowfigure $35 million on that $50 million or so in royaltiesKathy Ireland Worldwide is worth, based on public licensor compara- bles, somewhere around $300 million. (Martha Stewarts holdings in her company currently sit at around $250 million.) And remember that, other than around-the- world forays, theres precious little need for Ireland to reinvest her cash stream into the business. So shes amassed a formidable collection of jewelry, which she chose with the help of her jewelry mentor, Elizabeth Taylor. She considers the $25 million col- lection too expensive to keep in her home, so it stays in a bank vault in Los Angeles. She also has properties in California, Nevada and Israel (Ireland has been a devout Christian since 18, whose first and last meeting of every day is with God). With a business spouting cash and a staff ready to convene in her living room, Ireland has no desire to go public or sell. The prom queen of busy moms, in fact, maintains that her brand remains an infant. We have a long way to go, she says, flash- ing a runway smile. KATHY AND MARTHA Stewart is the media powerhouse, but low-prole Ireland has moved more merchandiseand made more money. AGE 48 70 HEADQUARTERS CALIFORNIA NEW YORK COMPANY PRIVATE PUBLIC ANNUAL MERCHANDISE SALES $2 BILLION $900 MILLION PERSONAL NET WORTH (ESTIMATE) $350-$400 $300 MILLION MILLION F Reprinted by Permission of Media LLC 2012 - Reprints contact 212.620.2399 INSIDE IRELAND INC. Yes, the former model once hawked clothes for Kmart. But now shes behind 15,000 licensed productsand other ventures. FURNITURE Irelands biggest category. You can buy everything from ceiling fans to windows to flooring designed by the for- mer swimsuit model. JEWELRY Pal Elizabeth Taylor trained her taste. Now Ireland designs baubles from $95 pendants at Fred Meyer to a $14,000 gem necklace at Gearys Beverly Hills. STERLING/WINTERS Talent management rm that helped produce Irelands movies and exercise videos now manages celebrities like Janet Jackson. ACAFE SOCIETY BY CHEF ANDRE Her longtime friend and cook helped write recipes for Janet Jacksons bestseller True You. Next up: NutriSystem menu items. JARDIN Ireland teamed with Elizabeth Taylors longtime landscape designer, Nicholas Walker, to form Jardin, which sells outdoor- inspired items. ireland_LOnoPHOTO_Layout 1 4/25/12 11:08 AM Page 3