Sequential Brands, which has owned lifestyle label Caribbean Joe since 2013, is relaunching the brand.
Sequential has signed several partnerships for Caribbean Joe in categories such as women’s and men’s sportswear, fragrance, kids’ swimwear, women’s pajamas and loungewear.
As part of the relaunch, it has signed a partnership with the Levy Group for women’s and men’s sportswear.
“This relaunch is the culmination of work we’ve done to refresh the iconic Caribbean Joe brand with a more modern sensibility while not losing its accessible, laid-back attitude that consumers love,” said Karen Castellano, president of Sequential Brands Group’s Fashion Division. “We’ve elevated our partners across several new categories and now have one cohesive design and print strategy across the brand.”
Donald Levy, chief executive officer of the Levy Group, said he is looking forward to introducing the casual lifestyle products to its key retail partners.
The brand’s categories are targeted to department stores and specialty chains.
In addition to the Levy Group, Caribbean Joe has signed deals with Dreamwave for women’s pajamas and loungewear as well as kids’ swimwear, and a new fragrance partnership with Bellevue Brands.
At one point Caribbean Joe was a factor in the moderate area of department stores. In 2004, the brand was sold in between 2,200 and 3,000 department store shops across the country. The brand featured classic looks with island themes and evolved into a year-round sportswear line.