Sequential Brands Group has signed Showroom35 as the new accessories licensee for Joe’s Jeans.
The long-term licensing agreement will have Showroom35 design and manufacture handbags and small leather goods for the Joe’s Jeans brand. The full collection of leather goods for women is expected to show on the sales floors in fall 2016 at better department stores, Joe’s retail stores and online. The collection’s retail price points are expected to range from $138 to $288.
Joe Dahan, the brand’s founder and creative director, said that for the “first time, we are able to create a comprehensive collection to allow them to explore the Joe’s lifestyle.” Terry McCormick, president of Showroom35, said his firm would work closely with Dahan to “help bring his vision of a full-scale lifestyle collection for the Joe’s Jeans consumer to life.”
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Joe’s was founded in 2001. The brand’s intellectual property assets were sold to Sequential for $67 million. Dahan, who is based in Los Angeles, joined Sequential as the brand’s creative director. In a related transaction, Global Brands Group, which handles the sourcing and production of the fashion product for Joe’s, acquired certain operational assets of the brand for $13 million. GBG’s partnership with Sequential gave GBG a new vertical in the denim space. GBG currently does the denim and sportswear categories for the Joe’s brand.
Dahan’s vision is to expand the brand’s fashion components into new categories, such as outerwear and sweaters for both men and women.
The licensing agreement with Showroom35 is the first non-apparel license that Sequential has signed for the brand since acquiring it in September.
Jameel Spencer, Sequential’s division president of fashion and entertainment, said in a telephone interview, “The company [on Monday] signed a deal for eyewear with B. Robinson.” B. Robinson is also Sequential’s partner for Revo, an eyewear brand that the brand management firm acquired for $20 million in August 2013 from Oakley Inc., which is owned by Luxottica Group SpA. Spencer, who said he has viewed samples for the eyewear collection, noted that the new line is also expected to be in retail doors in fall 2016.
Sequential is currently searching for new office space for Joe’s in Los Angeles. The company is also working on a marketing campaign for spring 2016.
Spencer said, “We spent millions for the brand in the belief that it has a lot of upside. We are realizing that upside in the form of signing [partners for] new categories. In the other part of our brand management tool kit, we are [in the process of] identifying high-profile personalities to put in front of the brand to create some excitement for the new and existing core categories.”