Jessica Simpson, who finally gave birth to a baby girl, Maxwell Drew, on May 1, is still in expansion mode.
This story first appeared in the May 14, 2012 issue of WWD. Subscribe Today.
Camuto Group, the master licensee of the Jessica Simpson Collection, has signed a deal with Destination Maternity to design, produce and distribute maternity apparel bearing Simpson’s name. The deal marks the 24th product classification for Simpson, whose fashion empire is headed toward $1 billion in retail sales by the end of this year, and includes footwear, outerwear, sunglasses, handbags, dresses, jeanswear, jewelry and sportswear.
“I’m [pleased] to partner with Destination Maternity to design a collection of fashionable styles that make you look and feel great,” said Simpson. “You want to wear clothes that are flattering to your baby bump; you want to show your bump off.”
Chris Daniel, president of Destination Maternity, told WWD, that as soon as they heard Simpson was pregnant, they were eager to do a deal. “It was a natural for us. She’s very well known for style and fashion and the great work she’s been doing growing her brand with the Camuto Group.”
The collection is designed with a vintage Seventies feel. It contains signature denim in a variety of washes and leggings, as well as vintage print tops, flowing maxis and form-fitting jersey knit dresses. Jackets, blazers and chunky relaxed sweaters and knits round out the offering. Bottoms retail from $36 to $59 for printed and sateen denim. Knit tops are $36, dresses and blouses are $59 and sweaters and capes are $69. The collection hits stores this fall and will be available in over 700 retail locations, including Motherhood Maternity, Destination Maternity, as well as Destination Maternity shop-in-shops within Macy’s.
Celebrity tie-ins are a growing part of the business at Destination Maternity. The retailer recently signed a deal with Rosie Pope, the pregnancy guru with the Bravo show “Pregnant in Heels” and has an ongoing collaboration with Heidi Klum.
In recent years, Destination Maternity has been faced with the dual challenges of the recession and an 8 percent decrease in births in the U.S. since 2007.