Ibrands Global has completed its acquisition of premium casual wear brand Pam & Gela and plans to expand e-commerce.
Financial terms of the deal were not disclosed and Ibrands Global CEO Remy Gerson declined to share this information in an interview.
Created in 2014 by Pamela Skaist-Levy and Gela Nash-Taylor, Pam & Gela arrived on the scene with built-in name recognition with many buyers. The duo are widely known for launching Juicy Couture and making velor tracksuits a staple in millions of wardrobes. They sold the business to Liz Claiborne Inc. in 2003; Claiborne’s successor, Fifth & Pacific, sold the brand 10 years later to Authentic Brands Group in a cash deal worth $ 195 million.
Despite, or perhaps because they had helped to lay the foundations for the athleisure trend, they faced a much more competitive field by the time Pam & Gela debuted. Gerson said the brand’s reliance on mainstream retailers, especially moms and dads, was another factor, especially during the pandemic.
Unavailable for an interview, Nash-Taylor said via email: “Truly, we don’t think there’s a need to comment. Simply put, now is the time for Pam and I to move on and move on. devote our time to something else.
She continued, “I am more than excited to start a luxury lifestyle cannabis brand called Potent Goods with my son Travis. This business is truly an exciting new frontier.
Gerson’s father, Marc, who is president of Ibrands Global, started the business about 10 years ago. The elder Gerson has 40 years of industry experience, having worked with brands and licenses such as Harley-Davidson, Skechers, Superdry, Lucky Brands, and William Rast, among others. The company’s annual sales are $ 250 million, said Remy Gerson.
From his perspective, as the pandemic has moved more sales online, brands that also wholesal must see this as almost secondary distribution to e-commerce. With this in mind, Pam & Gela is repositioning itself as a digitally driven brand, with wholesale distribution playing a supporting role. The brand will continue to work with major existing retailers like Nordstrom, Intermix, Shopbop, Revolve, Bloomingdale’s and others. Noting how difficult it is to break into the digital space, given the investments required in performance marketing such as digital ads on Facebook and Instagram, Gerson said Pam & Gela’s annual budget would be increased by ‘about $ 5 million.
As part of its growth strategy, Malinda Behrens joined the company as Managing Director of its Apparel business, overseeing all brand development for Pam & Gela, as well as Bebe, EBY, Alloy and Blue. Longed for. Most recently, she held the position of Head of Merchandising at Carbon38. His professional experience also included a senior management position at Juicy Couture after the founders left. Additionally, Jameelah Booker has been chosen as the lead designer for Pam & Gela.
Aimed at shoppers between the ages of 35 and 55, Gerson named Lisa Rinna of “Real Housewives of Beverly Hills” fame as personifying the brand. (She is not a brand ambassador.)
Knowing that performance marketing, consumer interest in content and purchasing habits are a whirlwind of changes, Pam & Gela will offer capsule collections, new monthly in-season drops and digital marketing that reflects this novelty. . “The first thing we’re going to do is impress them regularly with new products, while of course keeping the basics. We will create content that will constantly highlight new products. We already plan regular shoots and regularly book spots with great models, ”said Gerson. “It’s also about having great post-production and good editing to deliver that content very effectively. “
Consistently creating content is no easy task, and the preferred medium of video is “more expensive and more difficult,” Gerson said. “Now clothing companies and fashion brands are becoming like tech companies and production studios. You are competing for the attention of the consumer. What does your client do during the day? She works and scrolls through her Instagram and TikTok feeds. And all the brands pay to try to be in front of it. The only way to get a return on that investment is to get her enough to stop what she’s doing, click through to your site, and start shopping.
Gerson said the pandemic has been “tough” on Pam & Gela as it has been heavily exploited in the brick and mortar retail industry. “Not enough work had been done to develop the e-commerce business. The brands that have performed very well during the pandemic are those that held a privileged position from an e-commerce perspective, ”he said.
Pam & Gela had generated around 10 percent of its overall volume through e-commerce and 90 percent of brick and mortar sales. In addition to revamping the company’s site and the technology used to support it, the plan is to boost digital marketing and content creation to connect directly with customers.
The aim is to develop a wider assortment of clothing offers suitable for the different activities that fill consumers’ days, whether lounging by the pool, hiking, going to the beach, skiing or skiing. ‘dress for a working day in loungewear. With Ibrands, athletic and athleisure styles will be key categories. In line with the dress trends induced by the pandemic, the company will offer more loungewear and casual options.
Gerson said, “We think girl Pam & Gela cares about her health, fitness and appearance. Our client definitely has a sports pillar in his life. In addition, they like to play sports, including winter sports. She spends her vacation in Aspen [Colorado], Park City [Utah] or Courchevel [France]. “
The new strategy will include a 20% price cut. Seventy-five percent of production is done in China and the rest is done in Los Angeles. Shifting more production to Mexico and the United States is seen as a precaution against supply chain disruptions. Gerson said, “Trucking, at this point, is almost worse than shipping. But I hope it improves after the new year.
As an international supply chain platform, Ibrands Global understands logistics. In addition to fashion, the company works in the areas of catering, health and wellness, and consumer products. Noting that the company has contracts with steamboat companies, its own fleet of trucks and drivers, and seven national warehouses, Ibrands Global works with a multitude of ports, Gerson said.
On another front, last month Ibrands Global acquired two technology companies – InCharged and Vendx – specializing in contactless selling. The two companies were merged under BluLabs, its in-house innovation studio. The plan is to create products within the Ibrands Global portfolio and merge technology into clothing.