Vera Bradley expands into apparel with Li & Fung partnership

The US supply chain solutions partner Li & Fung has announced the expansion of its licensing partnership with US lifestyle brand Vera Bradley into apparel. This development builds on the performance of its existing soft home business, which launched in early 2025.

The agreement, facilitated by Vera Bradley’s licensing agency IMG Licensing, extends the collaboration into several apparel categories. The initial focus will be on tops, sweaters, and outerwear launching for holiday 2026, before expanding to include swim and dresses for cruise 2027. The collection will be available across full-price, specialty, off-price, and club channels.

Building on the momentum in home, the new apparel line brings the signature prints and design language of Vera Bradley into everyday wear. The collection focuses on recognizable patterns, color, and quilting details, adapted for a broad, multigenerational customer, and designed to sell across channels.

Executive perspectives on brand expansion

“We’ve seen strong traction in home, and expanding into apparel is a natural next step,” said Jason Kra, president of Li & Fung. “What we bring is the ability to scale this across categories and channels, without losing what makes the brand distinctive.”

Mel Limoncelli, senior vice president, head of licensed brands at Li & Fung, added: “At the end of the day, it comes down to making the product work. We take what customers already love about Vera Bradley and translate that into apparel that fits how people shop today.”

This expansion builds on the growing pipeline of licensing partnerships for Li & Fung, as brands look for a partner who can move quickly and execute across multiple markets in a more complex environment.

“Apparel is a meaningful expansion for Vera Bradley,” said Melinda Paraie, chief brand officer of Vera Bradley. “We've built strong momentum in the home category, and we're confident this partnership will help us deliver quality apparel that reflects our brand's DNA. It's about meeting our customers where they are and giving them more ways to express their personal style.”

The new apparel line will debut for holiday 2026.