Marquee Brands LLC is to take back the BCBGMaxAzria and BCBGeneration licenses from Centric Brands Inc following its bankruptcy filing.
The BCBG Group will join the Marquee-Direct e-commerce platform, which is designed to bring all e-commerce in-house and to handle all site design and development, merchandising, content creation, and customer engagement.
Adding the BCBG Group to this platform, which includes Ben Sherman, Body Glove, Dakine, Bruno Magli, Motherhood Maternity and Pea in a Pod, will allow Marquee Brands to achieve a more sustainable scale while also achieving better operating leverage, according to the firm.
Jonathan Greller, head of strategy and corporate development at Marquee, added: “Taking back the BCBG business and integrating it on to our Marquee-Direct platform with a heightened focus on product and our global partners will no doubt result in profitability that exceeds what could have been achieved through the prior license.”
Marquee will also continue operations of the wholesale and e-commerce business.
The move comes after Centric Brands, which designs, sources and sells clothing under licensed brands including Calvin Klein, Tommy Hilfiger, Nautica and Under Armour, filed for Chapter 11 bankruptcy protection as part of a restructuring agreement from which it expects to emerge as a private company.
Meanwhile, earlier this year Marquee acquired the two brands under the Destination Maternity umbrella and refocused that business to a largely DTC platform. The success of each has “exceeded expectations,” the firm said.
“Destination Maternity will be a hugely profitable business with positive cash flow within its first year under Marquee Brand’s direct e-commerce operational management,” Greller said in a statement yesterday (19 May).