English Laundry to Debut New Styles and In-Store Shops
It was goodbye to back office, hello to design for Defiance USA’s Christopher Wicks, the father of PRVCY’s Christian Wicks.
In February, Christopher Wicks sold 70 percent of his English Laundry label—one of the major properties in Defiance’s portfolio—to Bluestar Alliance, a private-equity and brand-management company. Terms of the deal were not disclosed. Bluestar also owns or co-owns brands such as Hot Kiss and The Sharper Image.
“I was looking for a big brother for four years,” Wicks said. “You need backup with a total understanding of the retail marketplace. That’s what Bluestar brings to my table. They’re leaving me to create. The business side and back office is being handled by Bluestar.”
English Laundry will debut more styles at the MAGIC Marketplace in Las Vegas in August. It also will debut a number of in-store shops—perhaps more than 40—at Mexican department-store chain Liverpool. English Laundry also will be developing a presence in Canadian department-store chain The Bay. “U.S. growth is steady,” Wicks said. “The real growth is overseas.”
Wicks will devote most of his energies to English Laundry. His company’s relationship with some of Defiance USA’s brands and licensees will be cut. He said he was working “amicably” to dissolve Defiance’s licensing deal to make woven shirts, jeans and outerwear for Fender Guitar. The company also will cut its license to the Jimi Hendrix label. Defiance will continue its DaVinci shirts label.—Andrew Asch
