Jennifer Walsh is out to offer students and alumni the opportunity to buy a bath and body collection that’s packaged with their alma maters’ sports team brand on it, complete with team colors and logos. And with a fan base of 78 million who watch collegiate sports, Jennifer is out to target fans one touchdown at a time.

Pride & Glory, as her new company is called, currently features the brands and logos for eight schools, including The University of Florida, Florida State University, Louisiana State University, Auburn University, The University of Alabama, The University of South Carolina, Vanderbilt University and The University of Tennessee.

If these schools seem to have something in common it’s because they do: all are part of the Southeastern Conference, except for FSU. Each collection consists of five items, a hand lotion, a shower gel, a body lotion, a hand wash and a bar soap. Items sell for between $10 for the bar soap and $18 for the body lotion.

In addition to each campus’ college bookstore selling Pride & Glory, Jennifer networks with local boutiques and spas to gain distribution there, too. Her website,, began selling the items in August, and immediately she was swamped with orders. Jennifer expects to generate $1.5 million in sales in the first 12 months of operating. Her core customer is surfacing as someone who is 40 years old and over, who’s a school alumni and/or has family attending one of the schools.

“They’re buying for themselves and their kid,” Jennifer said.

The role of manufacturer is quite a switch for Jennifer, who owned a regional beauty boutique chain, The Beauty Bar, in various towns in Southeastern US before selling to Quidsi in 2010, which at the time owned and At its peak, The Beauty Bar operated five stores and generated several million dollars in annual sales.

Her experience as a retailer, which was followed by years of appearing as a beauty expert on TV and consulting for beauty brands, helped her conceive the idea for Pride & Glory. “I used to sell 7,500 sku’s in my old stores and the brands that did it best were the ones that made products you needed every day.”

Jennifer added that a main goal of Pride & Glory was to give back.

“The reason I created the brand was to create something that could give back to local communities and this is where the idea for the collegiate market came to be. The reason I am even able to get on campus and host events, do lectures, is two-prong: I am now an officially licensed brand, but more importantly, I am the very first brand to give a percentage of our sales back to the schools to help them develop programs of giving within the local communities of those college cities.”

And of course, she ientified a need in the marketplace, recalling all the requests she would get from customers looking for beauty products bearing college logos. Then she had an epiphany: She presented her concept to the Collegiate Licensing Co.. It took more than a year to get the rights to the eight school’s she’s launched with.

“No one had ever presented this business model to the CLC before, especially in terms of a family of products and a collection. They gave me the green light because of my background. I tested out eight schools to see if this was viable. I did it slow and steady. Soon, we will be rolling out to colleges in the Big 10, which include Ohio State University, Michigan State and Indiana State.”

Jennifer was particular in how the collection would ultimately appear.

“I didn’t want to just feature a school’s logo. I wanted to feel and talk to the fans with the product reflecting the schools’ colors and slogans. This was my 18 years of experience talking to me. Finally, they let me make unique, never-seen-before products that jump off the shelves that feed into that market.”

To promote Pride & Glory, Jennifer has taken to the road, doing events on campus.

“A year ago I’d get myself infiltrated at the school, attend games and meet with students. Now, I’m on campus, speaking to the business school and meeting with Deans to talk about how I created a business from the ground up, from concept to execution. USC has even adopted Pride & Glory as its senior thesis. And, they’re going to give me the information that they come up with! I think it’s so important to not just sell but to have a presence.”

Jennifer’s business, which is self funded from her earnings with the sale of The Beauty Bar, makes all products in the USA, from tops to tubes. By the end of 2014, Pride & Glory looks to be selling to 50 retailers.