Lifestyle Brand: Dolly Parton’s New Venture

Just call her the Martha Stewart of country music! The infamous country virtuoso, Dolly Parton will merger her business savvy skills and her good eye for aesthetics into producing a new, fashion-forward line of jewelry, accessories, and home goods.

Dolly Parton’s Lifestyle Brand

Parton partners with IMG to launch her lifestyle brand. The lifestyle product line will become a part of Parton’s global licensing deal with the promotion company giant owned by WME, with whom Parton signed in 2018.

IMG provides a proven force in global promotions for Parton’s forthcoming business venture. IMG, meanwhile, scores an instantly recognizable and reputable celebrity.

She tweeted about her brand in an enthusiastic message.

I am excited to be working with IMG on a global scale to give my fans products that they will cherish for years to come. You might even see my mug on a mug! https://t.co/GsnFEHm7pc

— Dolly Parton (@DollyParton) May 2, 2019

IMG Licensing Vice President Gary Krakower was also very enthusiastic working with the country legend.

“Dolly Parton is an international icon and we are thrilled to be working with her. Together, we look forward to building cohesive lifestyle brand products that will celebrate Dolly and bring her iconic style and personality to her millions of fans worldwide in engaging new ways.”

Parton follows the footsteps of other country artists who had been in several similar deals: Jimmy Dean Sausage, Kenny Rogers Roasters, Minnie Pearl’s Chicken, and Wrangler’s George Strait Collection are all past examples.

Dolly Parton has success lined up through her diamond-studded dresses. She has 25 RIAA certified Gold, Platinum, and multi-platinum awards. She has 26 songs that reached number 1 on the Billboard country charts, a record for any female artist.

And this project is just the beginning for Parton in what is shaping up to be a busy and lucrative 2019. This fall, Netflix will show an eight-part miniseries entitled “Dolly Parton’s Heartstrings,” where each episode is based on one of Parton’s hit songs. In addition, Dolly Parton’s theme park in the Smoky Mountains, Dollywood, turns 33 years old.