BCBG is getting a boost from some new partners.
Parent company Marquee Brands — the brand management company that looks to build out well-known fashion names through licensing agreements — has inked deals with G-III Apparel Group and Group JS International to expand on BCBG’s legacy.
Starting next year, G-III will pick up BCBG and BCBG Generation, including comprehensive sportswear offerings, dresses, ready-to-wear and swimwear.
Likewise, Group JS will work to “reinvigorate” BCBG Max Azria through ready-to-wear and occasionwear “featuring elegant pieces that blend the brand’s long-standing romantic heritage with a modern twist.”
“We are delighted to partner with G-III Apparel Group and Group JS International,” said Rachel Terrace, chief brand officer of Marquee. “This moment marks a defining point in BCBG’s evolution. These partnerships will elevate our collections with unparalleled creativity and sophistication, aligning with our overall vision of celebrating the dynamic woman.”
Marquee bought the BCBG intellectual property in 2017, after the prior operating company filed for bankruptcy.
That allowed Marquee to employ its asset-light model, which has it bringing its branding, marketing and data savvy to bear while it works with partners who make the actual looks.
G-III — which owns Donna Karan, Karl Lagerfeld and other brands and still makes some goods under license — has been looking to flesh out its business since longtime partner PVH Corp. decided to pull back its licenses for Tommy Hilfiger and Calvin Klein.
Marquee Brands is led by chief executive officer Heath Golden and was established in 2014 by backer Neuberger Berman. Its brands range from the home and kitchen with Martha Stewart and Emeril Lagasse, fashion with Anti Social Social Club and Destination Maternity and active with Body Glove and Dakine.
