PARIS — BCBG Max Azria Group has acquired French sportswear brand Dorotennis from European investment firm Argos Soditic. Terms of the deal were not disclosed.

“All the synergies and savoir faire such as product, sourcing, retail and design, will allow for our brand to rapidly increase its ambitions for growth in France and at the international level,” said Isabelle de Bardies, president of Dorotennis.

Born out of the French fashion label Dorothée Bis in 1977, Dorotennis was among the first fashion brands to bring sports style to the city streets. Sold in multibrand shops and department stores in France, Switzerland, Belgium, Spain and Luxemburg, Dorotennis is currently fine-tuning plans to launch Dorotennis stores in France.

Meanwhile, plans to resurrect the now dormant Dorothée Bis line, which was purchased by the Los Angeles-based BCBG Max Azria Group in 2003, are also in the works, according to de Bardies.

“Our group has a strong foothold to bring considerable support to the brands and to develop its sales,” Max Azria, president of BCBG Max Azria, said in a statement.

With aims to develop the group’s brand portfolio internationally, Dorotennis joins a plethora of BCBG Max Azria-owned labels including MaxAzria, MaxAzria Collection, MaxAzria Atelier, Hervé Léger, BCBGeneration, To the Max, Parallel, Manoukian, Tex by Max Azria, Max Rave and True People.

load comments
blog comments powered by Disqus