Opry Entertainment, together with Opry member group Little Big Town, took friends and family to the “boondocks” earlier this week to celebrate the debut of their exclusive artist-curated merchandise line.
The line, which features a collection inspired by lyrics in Little Big Town’s hit song, “Boondocks,” is part of a larger retail collaboration between Opry Entertainment and the CMA/ACM Vocal Group of the year. Three additional collections, each inspired by Little Big Town’s music, will be announced throughout the year.
“The relationship we have with Little Big Town is a special one that began over 15 years ago when they first appeared on the Opry stage,” said Opry Entertainment COO Michael Guth. “Opry Entertainment is uniquely positioned to help share their stories and deepen connections with their fans through the residency at the historic Ryman Auditorium, through our social and digital channels, and now through this exciting retail collection.”
As revealed in a special Opry House backstage launch party, the merchandise collection celebrates the southern living that inspired one of Little Big Town’s biggest hits. The members of Little Big Town –Karen Fairchild, Kimberly Schlapman, Phillip Sweet and Jimi Westbrook–were on hand before their finale performance on Tuesday’s Grand Ole Opry to talk about the inspiration and personal stories behind the collection which includes apparel, leather goods, jewelry, and totes, among other items.
“There’s so much of where—as the song says—we all came from ingrained in each of these pieces,” said Fairchild. “We can’t wait to share it with our friends and fans and see what everyone thinks.”
“We’re excited about this collection and its companion collections coming later this year,” said Kim O’Dell, Opry Entertainment vice president, retail. “Little Big Town’s great style reaches beyond just the group’s music into fashion, home goods, and more. It has been an honor to develop a line that is so reflective of this group’s individual and collective passions. I know their fans across the globe are going to love having another way to share in the feel-good fun that is Little Big Town.”
The merchandise collection is exclusively available on Opry Entertainment websites (ryman.com and opry.com) and in Opry Entertainment retail stores in Nashville, TN.
The launch of the collection marks the latest of several recent milestones for Little Big Town. Earlier this year, their new album, The Breaker, debuted No. 1 on the Billboard Top Country Albums chart and No. 4 on the Billboard 200, marking the group’s fourth Top 10 project on the Billboard 200 chart. The album features their current hit at country radio, “Happy People” as well the two-week #1 single, “Better Man.” The group is also currently in the middle of its 2017 residency at Opry Entertainment’s lauded Ryman Auditorium, in celebration of the venue’s 125-year history. For more information on residency dates, visit www.LittleBigTown.com.