Dive Brief:
- Rebecca Minkoff will shift from an inventory-based brand into a licensing-driven model, according to a press release last week.
- As part of the shift, the contemporary fashion brand announced multiple new partnerships, including with Concept One for handbags, Vida Shoes International and Majesty Brands for lounge and sleepwear, as well as with Regal Jewelry in collaboration with JEM Brands Group for fine jewelry.
- The brand will continue to operate its digital presence, key retail stores and select DTC activations.The brand’s namesake co-founder and creative director, Rebecca Minkoff, will retain creative leadership and brand stewardship under this new structure, per the release.
Dive Insight:
In 2005, designer Rebecca Minkoff first appeared on the fashion scene with the launch of her popular Morning After Bag, which became a celebrity favorite with actors including Lindsay Lohan and Hayden Panettiere. The privately operated contemporary lifestyle brand was purchased by Sunrise Brands in 2022.
In its transition to a licensing model, the Rebecca Minkoff brand plans to “unlock new growth channels and global scalability,” through “leveraging the operational, manufacturing, and distribution expertise of specialized licensing partners,” per the release.
The company added that the move toward a licensing model is aligned with larger industry trends and will allow the brand to maintain creative control while scaling efficiently through partners with experience in their respective categories.
“The future of fashion is lean, agile, and partnership-driven,” Minkoff said in the release. “This model allows us to focus on what we do best — innovating through design and storytelling — while our partners help bring that vision to life at scale.”
The licensing partners will help to create a business “that can evolve with culture, not just chase it,” Minkoff added.
The move will also optimize capital deployment because it allows for a shift away from heavy inventory investment and toward a royalty-based revenue model, the company said. The expectation is that this will drive brand innovation through more focused research, development and experiential marketing initiatives.
“In our capacity as the licensee of the handbag, accessories, and travel categories, we plan to expand the breadth of products, and distribution points globally,” Sam Hafif, CEO of Concept One, said in the release. “We have hired several key members of the Rebecca Minkoff team, and will leverage our product development and sales teams to support the business.”
Rebecca Minkoff has a presence in more than 900 points of distribution worldwide. Parent company Sunrise Brands owns a roster of contemporary fashion labels including Current/Elliott, NYDJ, Donald Pliner and Joie.
