Bernard Chaus, Inc. has officially re-branded to BCI Brands, and the change will come with a website revamp and revised brand collateral.
The shift was spurred by CEO Ariel Chaus’ buyback of all the company’s shares from the Camuto Group last fall. The company had owned Chaus since 2015, when it officially bought all remaining shares from the family-founded business. With the repurchase of those shares, BCI Brands will once again have full ownership.
With the forthcoming rebrand, BCI Brands “aims to preserve and acknowledge” its history “while adapting to the evolving retail landscape.” According to a statement, the company said it will achieve this goal by fostering the health of its multi-branded wholesale business, as well as launching a direct to consumer brand called Court & Rowe in the fall.
The rebrand also signifies an opportunity for BCI Brands—which owns apparel brands 1. State and Cece, as well as Vince Camuto apparel—to showcase its evolution from its namesake Chaus brand.
“Our goal at BCI Brands is to continue to build upon our solid foundation that has withstood the ever-changing industry,” Ariel Chaus said. “While many apparel companies have failed, become tired, or gone downstream, we have seen success by staying relevant, being quicker than our competition, maintaining price integrity, and adapting to current trends, which we believe positions us for continued growth.”
According to the company’s statement, its portfolio of brands comprise 90 percent of its current volume. BCI Brands’ array of contemporary apparel labels, which range in styling from casual to professional, are sold at global retailers, like Nordstrom, Anthropologie, Bloomingdale’s, Dillard’s and other specialty and department stores.
While the retail group is known primarily for brick-and-mortar wholesale and private label, which the company said brings in roughly $400 million annually, Chaus has recognized the need to diversify away from the “department store base at the core of its success.”
Of the company’s forthcoming direct-to-consumer launch, Ariel Chaus said, “DTC is another evolution of the retail industry and change is necessary. Catering to the customer is the central component of any strategic initiative.”