while she was still alive, hugh hefner introduced her to mark rothler. responsible for licensing several products in her license. >> the name bettie page is trademarked and valuable. >> for the clothing line, it is a new twist in the quickly evolving business plan. >> he said that he thought that he could develop the first store, and if it went like he thought it could go, he could roll out a chain of the stores across the country. >> with the bettie page branding secured miracle mile in las vegas was ready to sign a lease with the new bettie page clothing company. >> without the bettie page name, we would not be p able to open up a store at the miracle mile. >> adding to the store was brick. shoppers flocked no the store. >> i knew about bettie page, herself, and searched for her on the internet and the store came up, and i saw retro clothing in it, and nice clothing and nice fit as well. >> licensing the bettie page name has created a symbiotic relationship where mark connects the store with other bettie page branding like shoes and lingeri lingerie. >>