BCBG Signs New Licenses
The BCBG Max Azria Group—maker of better apparel for women, men and juniors— has added two new licenses to its signature label, BCBG Max Azria.
The Vernon, Calif.–based women’s sportswear apparel maker has entered into licensing agreements with the Geneva Watch Co. for men’s and women’s watches and the Winlit Group Ltd. for women’s outerwear. BCBG declined to disclose details of its new partnerships.
The BCBG Max Azria Group’s sales exceeded $300 million in 2003. The company’s portfolio includes BCBG Max Azria, BCBG Girls, Parallel, To the Max and Herve Leger.
The label’s name comes from the Parisian slang “bon chic, bon genre,” which means “good style, good attitude.” BCBG’s product offerings include women’s readyto- wear, evening dresses, denim, eyewear, swimwear, footwear, handbags and accessories, and fragrances.
The addition of two new licenses to BCBG’s sportswear division brings the label one step closer to completing its long-term goal of offering a complete lifestyle brand, said Max Azria, the chairman, chief executive officer and designer of the BCBG Max Azria Group.
“Both companies have excellent track records and understand and respect the integrity of our brand,” Azria said. “They’re perfect partners with whom we can implement our goal and elevate our vision to the next level.”
BCBG Max Azria outerwear will feature elements of the company’s designer sportswear aesthetic using leather, fur and wool fabrications. Azria and his design team will oversee the outerwear line’s design direction, the company said. Retail price points will range from $200 to $800.
The company will launch its women’s collection in Fall 2004 and its men’s collection in Fall 2005. Both collections will be sold at instore shops at better department stores, specialty boutiques and BCBG flagship stores nationwide.
“I am confident that together we will create a line of high-quality, innovative outerwear,” said David Winn, president and chief executive officer of New York–based Winlit.
Pieces from the watch collection will retail from $95 to $250 and will coordinate with the BCBG sportswear collection. Leather straps, stainless steel bracelets and bangles, and textured dials are part of the design concept. Each timepiece will come with a signature crown, buckle and hands—Geneva’s signature logo. The company will conduct a soft launch for the women’s watches at select BCBG boutiques beginning in the fall of 2004 and will present its full rollout for men’s and women’s styles at department stores and specialty boutiques in the spring of 2005, the company said.
“We are very excited to have our Geneva watch division partnering with as strong a brand as BCBG Max Azria,” said Jim Cleg, chief executive officer of The Advance Group Inc., parent company of Geneva. “[Both companies] are committed to the highest standard of creativity, innovation and design, which will be realized in our line of sophisticated timepieces for the BCBG Max Azria woman and man.” —Claudia Figueroa
