By  on April 30, 2014

A timeline of the company's history.

Max Azria arrives in Los Angeles from France and begins building businesses in fashion and retail.

1989: BCBG Max Azria is founded.

1991: Lubov Azria, Max’s wife, joins the company.

1993: The first BCBG Max Azria boutique opens, in Los Angeles.

1995: The company stages its first runway show for spring 1996.
■ The company’s first international store opens in Montreal.
■ Women’s footwear launches.

1996: Lubov Azria is named creative director of the Group. BCBG contemporary collection volume hits $74 million.
■ The firm buys Francine Browner, a Los Angeles apparel firm.
■ Three freestanding BCBG stores open in Japan.

1997: BCBG Max Azria Jeans launches, with its first deliveries slated to hit retail in February 1998.
■ BCBG swimwear, eyewear and launch.
■ Max Azria wins the California Mart’s Fashion Performance award.

1998: As part of its diversification strategy, BCBG agrees with GH Mumm & Cie, a subsidiary of The Seagram Co. Ltd., to buy its 95 percent stake in French fashion house Hervé Léger, which has a volume of about $10 million.
■ BCBG enlists Shalom Harlow for its fall ad campaign for the flagship brand. The $200 million company spends $7 million on the campaign.
■ BCBG launches a dress division.
■ The company counts 68 U.S. boutiques, and 10 international shops in Canada, Japan and Israel, and a BCBG flagship opens in Venezuela.

1999: Hervé Léger introduces its first fragrance, a namesake scent, in Paris.
■ Two BCBG shops open on the Right Bank in Paris, a small one on Rue Saint-Honoré and a major store that includes a restaurant just off Place de la Madeleine.
■ BCBG Max Azria flagships open in San Francisco, Malaysia and Singapore.
■ Designer Hervé Léger leaves his namesake fashion house. Jerome Dreyfuss makes his debut as couturier, as the house presents on the official couture schedule in July.
■ BCBG Women’s handbags and leather goods collections are introduced.

2001: Stores open in Santiago, Chile; in Bahrain, and on Rodeo Drive.
■ Eveningwear launches.
■ Four fragrances make their debut.

2002: Athens and Lisbon stores open. The renovated Madison Avenue store reopens with 6,000 square feet over five stories.

2003: Bridesmaids collection bows.

2004: Max Azria Atelier launches, along with the BCBG Max Azria signature handbag collection.
■ The company opens 400 in-store shops.
■ Men’s shirts launch under the BCBG Max Azria and BCBG-Attitude labels.
■ BCBG’s first shop in the Middle East opens in Kuwait City.
■ The Group buys Paris line Dorothée Bis.

2005: Women’s outerwear and watches and an optical line for men and women make their debuts.
■ Jessica Stam appears in BCBG’s ad campaign, shot by Patrick Demarchelier.
■ A 5,600-square-foot flagship opens in Beverly Hills, and stores bow in Moscow and Amman, Jordan.
■ Firming its expansion plans for Europe, the group acquires French sportswear company and retailer Alain Manoukian SA for $78.5 million.
■ BCBG buys the Don Algodón chain of stores in Spain. The chain is ultimately phased out.

2006: BCBG wins the bankruptcy court bid for G+G Retail, operator of stores under the G+G and Rave nameplates.
■ Carrefour and BCBG Max Azria Group sign a deal for BCBG to showcase a collection in the women’s ready-to-wear category, for fall 2007, at Carrefour hypermarkets in France, Greece, Spain, Belgium, Italy and Portugal. The Tex by Max Azria line ultimately closes in 2009.
■ The Max Azria label bows; a store for the brand opens in New York’s SoHo.

2007: E-commerce launches on
■ A 12,000-square-foot flagship opens on Fifth Avenue, and a 3,200-square-foot concept shop opens on Melrose Avenue in Los Angeles.
■ Concept Hervé Léger boutique opens on Rodeo Drive.

2008: The first Hervé Léger by Max Azria runway show, and boutiques for the brand open in Dallas and Geneva.
■ BCBGeneration launches.

2009: The first six BCBG Max Azria stores open in Germany.
■ The Cashmere Gold collections launches to mark the company’s 20th anniversary.
■ BCBG Max Azria launches the fragrance Within.
■ The company collaborates with Miley Cyrus to create a line for Wal-Mart called Miley & Max Azria.

2010: BCBG opens a 3,200-square-foot store on Kings Road in London.
■ Lubov Azria becomes a member of the Council of Fashion Designers of America.
■ Reports start to circulate that the company is looking for an investor or strategic alliance.
■ Max Azria and private investor Nicolas Berggruen acquire the insolvent German department store Karstadt. Azria’s stake is 20 percent, and he says the now debt-free chain is projected to earn $180 million in profit on $4.5 billion in sales for the year.
■ Hervé Léger Femme and Homme fragrances launch with Avon.
■ BCBG Max Azria Bridal Collection, including accessories and shoes, is introduced.
■ BCBGeneration opens its first stores, in three California locations, and launches jewelry.
■ Four Hervé Léger stores open in the U.S. and seven more open abroad, pushing the worldwide door count to 19.

2011: BCBG Max Azria namesake fragrance launches.
■ BCBGeneration denim bows.
■ Hervé Léger footwear is introduced.
■ The group refinances in a $230 million deal.
■ The Max Rave chain liquidates.

BCBGeneration’s first Canadian store opens.
■ Bon Chic fragrance launches with new licensee Elizabeth Arden.
■ The group signs two licenses for its BCBG and BCBGeneration lines: outerwear with Herman Kay and hats and scarves with Collection 18, both launching for spring 2013.

2013: BCBGeneration opens a store in Surabaya, Indonesia.
■ BCBG opens at Plaza Altabrisa, Mexico.
■ Swimwear launches for BCBG Max Azria and Hervé Léger.
■ The company hires Blackstone Group to identify possible investors, looking for ways to refinance its debt. An arm of Guggenheim Partners owns the majority of BCBG’s debt. A new equity deal, plus the debt Guggenheim already holds — about $475 million of the total $675 million in debt, divided into three tranches — would essentially give the financial services firm majority ownership in BCBG, although Azria is likely to retain a small ownership stake and creative control of the brands under its portfolio.

BCBG Max Azria Group marks 25 years in business, and launches a 25th anniversary collection.

To access this article, click here to subscribe or to log in.

To Read the Full Article

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus