Boston Proper is changing its name to Beyond Proper by Boston Proper.
“We’re not from Boston. Never have been, and we knew it was time for a name that fully embodies our beloved brand,” said Sheryl Clark, president. The disclosure confirms a WWD report last month that the change was in the works.
“We’re not re-branding. We’re not turning our backs on years of loyalty, memories and stories that made us who we are,” Clark added. “We believe style is defined by attitude, not age. We believe in shaking up the status quo, going beyond what’s expected and never settling. This name better defines those beliefs.”
Meanwhile, Dress Barn, a division of Ascena, is testing a name change. More than 50 Dress Barn stores are now operating under the name Roz & Ali, as reported by WWD.
Though the Boston Proper name is well-known, it wasn’t a good fit for the brand, considering the clothes are contemporary and sexy in style, and not what would generally be considered proper. Also, the company is based in Boca Raton, Fla., not the Massachusetts capital.
The brand began as a catalogue-based company in 1992 and extended to e-commerce. It also once had a handful of stores which were all closed not long ago.
The brand, which sells women’s clothing, swimwear, footwear and accessories, is owned by Brentwood Associates, the Los Angeles-based private equity firm whose portfolio includes J. McLaughlin, Soft Surroundings and Sundance. It acquired Boston Proper from Chico’s FAS Inc. in 2016.