Hampshire Group Ltd. has sold its Marisa Christina and David Brooks trademarks and inventory to B2X Corp., a Jersey City-based technology company that bought Susan Bristol this year.
Since entering the apparel industry, B2X is creating a niche in better-priced novelty brands targeting specialty stores. B2X sees its strength in its lower-cost, higher-speed sourcing in China.
"The continuing thread is the novelty in these lines and their appeal to specialty stores," said Lili Arbogast, senior vice president of national brands for B2X. "Specialty stores are still very consumer-driven rather than price-driven."
Hampshire, a $350 million New York-based knit firm, bought David Brooks in October 2005 from Kellwood Co. for an undisclosed sum and then Marisa Christina in May 2006 for $4.8 million, as part of the predominately moderate firm's initiative to build its better arsenal. Hampshire said it is still dedicated to growing its better business, but is exiting the specialty store business.
"Hampshire is very focused on growing our better business, through vehicles such as our proprietary Spring + Mercer line and our new license for Joseph Abboud for women's," said Hampshire president and chief executive officer Michael Culang. "We also are always seeking opportunities to build or acquire additional strong brands that address the better market."
David Brooks, a better-priced sportswear line that wholesales on average in the $40s, was once carried in some 1,000 department store doors, but Hampshire refocused the collection to target specialty stores after acquiring it from Kellwood. B2X plans to continue with the positioning and design of the approximately $20 million brand.
Founded in 1971 and known for its knitwear, Marisa Christina at its peak did $18 million in volume and was sold in more than 700 specialty stores and upscale department stores, but Hampshire had ceased all domestic operations of the brand and continued only its international licensing efforts. Hampshire sold the Marisa Christina trademarks in all countries other than Japan, where Hampshire has an active license through November 2009. B2X plans to relaunch the brand at a bridge price point.
"The David Brooks and Marisa Christina assets will be a valuable addition to B2X's national brands division, offering more choices to our customers," Joseph A. Sorisi, B2X ceo, said in a statement. "Strategically these purchases are intended to enhance and accelerate B2X apparel distribution by applying the new B2X technology trading platform." B2X aims to simplify international business by offering an online import and export trading platform that includes an all-inclusive price covering all goods and fees such as custom duties, import-export tariffs, insurance, shipping and handling and warehousing costs.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast