to commercial viability by enlisting the help of well-known hip-hop artists to market directly to its consumer base. Through this marketing strategy and by way of its symbiosis with hip-hop culture, Baby Phat rose meteorically in the pop culture consciousness. In 2000, Kimora Lee Simmons assumed the role of President and Creative Director of Baby Phat by Kimora Lee Simmons. Under her direction, Baby Phat by Kimora Lee Simmons expanded into a comprehensive lifestyle brand that encompassed denim, accessories, jewelry, footwear, swimwear, lingerie and fragrance. By 2001 - two years after launch - Baby Phat by Kimora Lee Simmons reported a gross revenue of $30 million - a mark that took Phat Farm six years to reach. By 2002, revenue had increased from $30 million annually to $265 million, resulting in a billion-dollar valuation of the company. Revenue for the following year increased by an additional 30 percent. By 2003, Baby Phat by Kimora Lee Simmons was the most profitable of Phat Fashions’s four labels. 2004-2010 In 2004, American apparel manufacturer, The Kellwood Company announced its plans to acquire Baby Phat along with parent company, Phat Fashions. Kellwood retained Simmons as President and Creative Director of Baby Phat by Kimora Lee Simmons following their acquisition of the brand. Baby Phat by Kimora Lee Simmons had several notable brand partnerships during this period. These included a partnership with Visa to produce a Baby Phat by Kimora Lee Simmons branded prepaid Rush Visa card. In 2004, Baby Phat partnered with Motorola to create the Baby Phat by Kimora Lee Simmons i833 mobile phone, which sold exclusively at Bloomingdale's. That same year, Baby Phat partnered with Vida Shoes International to create a line of footwear, which included stilettos, wedges, boots, and toddler shoes. Baby Phat by Kimora Lee Simmons opened its first brick and mortar retail location in New York City’s SoHo neighborhood in 2004. In 2004, Baby Phat by Kimora Lee Simmons partnered with Coty Inc to launch Baby Phat Goddess. The fragrance was carried at Department stores nationwide, including Macy’s. Baby Phat Goddess was later joined by five other fragrances: Goddess, Golden Goddess, Seductive Goddess, Fabulosity, Luv Me, and Dare Me. In 2006, Simmons was promoted to president of Baby Phat’s parent company, Phat Fashions. Later that year, Baby Phat by Kimora Lee Simmons created a 200-piece lingerie collection that was carried at upmarket department stores. In 2007, Baby Phat by