BCBGeneration on Thursday mounts its push into home goods for the first time.
The brand, the younger boho-inspired line to sister label BCBG Max Azria, will debut a collection of comforters, sheet sets and decorative pillows. It follows a deep look at the Generation girl who also led to the retooling of the brand several years ago.
“We reinvented the Gen girl three years ago,” said Bernd Kroeber, executive vice president and creative director at BCBG Max Azria Group LLC. “Now she’s established. She has a fan base. The customer responds very well to the offering and we [gave] a clean start to really give her clarity in what she needs. She has her go-to pieces. The Gen girl really loves essential colors and art work. This is what we translated into the bedding, the home assortment. She’s very feminine. She’s very eclectic. She’s playful.”
Kroeber was named to his current position in March following the departure of longtime creative director Lubov Azria, with the first of his work on the apparel side expected to launch with the spring 2018 collection. He previously served as vice president of design for BCBGeneration and oversees the company’s portfolio of brands, which also includes Hervé Léger.
That the company is calling its inaugural home line “clean start” is also symbolic in ways as it rounds the bend on completion of its bankruptcy restructuring following news earlier this month that Marquee Brands and Global Brands Group have offered to buy the business. The deal, valued at about $165 million, would have Marquee taking the intellectual property and Global Brands taking over the operating business, which would include inventory, contracts and as many as 22 stores. BCBG Max Azria filed for Chapter 11 bankruptcy in February.
Global Brands in April signed a licensing deal that aimed to tap into the full potential of the BCBG and Generation brands by launching them into new categories such as home, along with boosts in areas the brands already are in, such as shoes and jewelry.
“We really analyzed the Gen girl,” Kroeber said of the research that went into pinpointing the customer base. “She’s a treasure-hunter. She wants to find one-of-a-kind pieces. It’s all about individualism.”
BCBGeneration Home is composed of four collections: batik floral, Chantilly lace, floral clouds and ocean waves. Prices range from $170 for twin comforters, $220 for full/queen size, $40 to $81 for sheets and decorative pillows priced from $102 to $120. The collection will be sold through the BCBGeneration web site as well as Macy’s and Nordstrom.
“It’s our first real journey into the home area and there are many more expansion plans like towels and candles and creating the whole lifestyle in nonapparel,” Kroeber said. “We really established the apparel part now and we found the formula and it’s a successful formula. Now we’re expanding into shoes, bags, jewelry [and] scarves. We have [that] already in the assortment and now we’re going to dive much deeper.”
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