Apparel maker Oxford Industries Inc has bought Sugartown Worldwide Inc, the parent company of women's lifestyle brand Lilly Pulitzer, in a move that expands its apparel line-up.

Created by Lilly Pulitzer in the late 1950s, the brand is best-known for its dresses and sportswear which are sold at better specialty and department stores as well as through its own direct to consumer channels.  

“We are excited to add the Lilly Pulitzer brand to our growing platform of lifestyle apparel brands,” says J Hicks Lanier, chairman and CEO of Oxford Industries.

“We believe this business is an excellent fit with our operating model and will prove capable of significant growth.”
 
Scott Beaumont, CEO of the Lilly Pulitzer Group, adds: “This is an extraordinarily good fit for us and we are very pleased to join forces with one of the strongest companies in the apparel market.”

While president Jim Bradbeer notes: “We were not marketing the company when Oxford called us earlier this year. We have been approached by interested parties many times in the past but never felt that any were the right partner for us. 

“We believe that joining forces with Oxford will enable us to best pursue our vision for the brand and to continue on our growth trajectory.”

Lilly Pulitzer will join a line-up that includes Tommy Bahama, Ben Sherman, Oxford Golf, Arnold Brant and Billy London.