Caribbean Joe Expanding into More Categories
November 20, 2013,
Rick Platt - Sequential Brands Group
The new licensees include Beatrice Home Fashions for hard bath and pet; Home Fashions International for outdoor decorative accents; International Home Miami for outdoor furniture; Tervis for tumblers; and Victoria Classics for utility bedding. International Home Miami already has product in the marketplace and the other four licensees will debut at retail in 2014.
"These agreements further validate the growth opportunities for each of our brands as we expand our product assortment," said Rick Platt, group president, brand management, of Sequential. Platt added, "It is an exciting time for the Caribbean Joe brand. What started as an apparel line has turned into a full lifestyle brand and with our new focus on home, we feel confident that we are offering a widespread array of exceptional products to our retail partners."
In addition to Caribbean Joe, Sequential's brand portfolio includes William Rast, People's Liberation, DVS, Heelys, Ellen Tracy and Revo.
"Our goal always is building [properties] into a full lifestyle brand," Sequential group president for brand management Rick Platt told HTT. "Caribbean Joe's whole aesthetic is color, is print. We have copious archives."
The brand's license with Alok for bedding, bath and beach - signed in 2012 - has helped spearhead the expansion into other home furnishings categories, he said. Alok is now adding kitchen textiles, and elsewhere in home Sequential has signed a partner for luggage.
The department store brand "is typically the opening price point brand just above a retailer's private label brand," said Platt.