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FAM Brands Adds Millennial Favorite Wildfox to its Brand Portfolio

FAM Brands is freshening its brand profile with a millennial favorite: Wildfox.

The so dubbed ‘original women’s fitness brand,’ which now counts Eddie Bauer, Woolrich, Orvis and Jessica Simpson Active, among its cohort, has acquired the women’s fashion clothier.

“Wildfox, synonymous with California style, caters to a wide range of contemporary Women’s apparel and accessory categories,” FAM Brands CEO Frank Zarabi said in a statement Monday. “The brand shares our passion for creating high-quality clothing and exceptional customer experiences.”

FAM Brands said Wildfox, which was founded in 2008, will retain its existing factory base post acquisition, with the new owner taking over all design, production and manufacturing responsibilities. The aim, according to FAM Brands, is to continue production with “as little disruption as possible” to the manufacturing base.

“Effortless, yet edgy,” Wildfox balances the sophistication of a department store brand with a wide range of plush fabrics for a collection of vintage looks the brand says have made it well-known among A-list celebrities and international influencers.

As part of the acquisition, FAM Brands is making a “significant investment” in Wildfox, including future design expansion and infrastructure improvements. As-is, the line consists of bottoms, dresses, intimates, outerwear, tops, swimwear and sunglasses. Wildfox products are currently available in luxury department stores, with Nordstrom and Bloomingdale’s among its retail partners, along with specialty boutiques and online stores like Revolve and Shopbop. Internationally, Wildfox can be found at Harrods, Selfridges and boutiques in Asia, Australia, Canada and Europe.

“I am excited to see the explosion of the brand when combining top design talent with strong financial backing,” Zarabi said.

FAM Brands already produces roughly 40 million units per year with its existing portfolio, which also includes Marika, Ellie, Three Dots, Isaac Mizrahi Sport, Bally Total Fitness, Balance Collection, Cycle House Powered by Marika, Peace & Pearls, Tehama, Aerodynamics and Sobha.

“Well known for vintage-inspired style and ultra-comfortable signature essentials, Wildfox provides a perfect base for even further category extensions,” Zarabi said.