- Marjorie van Elven |
Sequential Brands Group, parent company of casual apparel brand Caribbean Joe, has signed several partnerships to expand the brand into three new categories: kids’ swimwear, women’s pajamas and loungewear, and men’s and women’s sportswear. The expansion is part of a brand relaunch strategy.
“This relaunch of the culmination of work we’ve done to refresh the iconic Caribbean Joe brand with a more modern sensibility while not losing its accessible, laidback attitude that consumers love”, explained the President of Sequential Brands Group’s Fashion Division, Karen Castellano, in a statement. “We’ve elevated our partners across several new categories and now have one cohesive design and print strategy across the brand”.
Levy Group, one of the largest apparel manufacturers in the US, is one of the new partners. The brand has also joined forces with Dreamwave for women’s pajamas and kids’ swimwear. As for the fragrances, they will be manufactured by Bellevue Brands.