JONATHAN LOGAN: THE SEQUEL
Byline: Anne D’Innocenzio
NEW YORK — Jonathan Logan, absent from the apparel scene for at least 10 years, is gearing up for a comeback.
Logan, founded in 1944, generated sales of $255 million in its heyday, the late Sixties and early Seventies. It was primarily known for junior dresses and its knits.
Canaan Partners, a Rowayton, Conn., investment firm, has hired International Apparel Marketing Corp., a brand management and licensing company, to develop licensed suits, dresses and casual sportswear as well as accessories. The lines will be shipped to mainstream department stores in early 1997, according to Nicholas DeMarco, president of International Apparel Marketing.
Canaan Partners, which purchased the brand a year ago, closed seven of the 32 Jonathan Logan outlet stores and opened two. It has renovated six of the original units. The stores had been carrying closeout merchandise from other brand labels or from other retailers, instead of logo merchandise.
Over the past six weeks, however, they began stocking up on some Jonathan Logan fashions made by local contractors. Canaan Partners is also reviving the original logo, according to Michael Modica, a principal at Canaan Partners and chief executive officer of Jonathan Logan.
United Merchants purchased the label in 1983 from the family of David Schwartz, who founded the company. United Merchants then began phasing out its wholesale division and started opening stores. Jonathan Logan will be aimed at the 40-plus woman.
“We want to target the customer who bought the Jonathan logo 15 years ago,” Modica said. DeMarco, who said he is in negotiations with manufacturers to make the licensed merchandise, projects first-year wholesale volume at $10 million.
He noted that the label will compete with Liz Claiborne’s moderate lines — Villager, Crazy Horse and Russ — as well as Kasper for ASL. Wholesale price points will be run from $37 to $60 for dresses and $40 to $90 for suits, he said.