Tamara Mellon Will Reissue Its Personal Name Brand In October.

Famous English

The co founder, Tamara Mellon, will reissue its personal name brand (Tamara Mellon) in October this year.

This time, Tamara Mellon LLC cancelled all wholesale channel business, ensuring that it has the most competitive price on the premise of high quality products.

In 2013, Jimmy Choo was bought by Labelux, a German luxury group, and left after Tamara Mellon cash in 90 million euros.

In November of that year, she started her two business, and launched the brand name Tamara Mellon, focusing on women's clothing, shoes, handbags and accessories.

But this time, she failed to reproduce the success of Jimmy Choo.

Last December, Tamara Mellon LLC filed for bankruptcy protection in Delaware, United States.

In January 2016, the company ended its bankruptcy protection period, and found a new investor in New Enterprise Associates (new investment), and reorganized a new company, New TMB.

The new company will have some trademark, domain name and intellectual property owned by Tamara Mellon and Tamara Mellon LLC..

At the same time, the company will continue to operate normally and promise not to lay off staff.

The reorganization plan must be approved by the bankruptcy court before it becomes effective.

The new company repositioned the short interval of bankruptcy reorganization and made full use of the new development strategy advantage to ensure the long-term vitality of the brand.

In July of this year, Tamara Mellon's new company completed $12 million in financing, and the leader was Chevy Chase, an investment company.

In addition to the change of business strategy, the restart of Tamara Mellon LLC also moved from New York to Losangeles.

Tamara Mellon also hired the former CEO Jill Layfield of e-commerce website Backcountry.com as the new CEO of Tamara Mellon LLC.

"Jill does not come from traditional fashion business.

But she knows how to build online sales.

This is what I value most. "

She said.

During the tenure of Layfield, Backcountry.com's annual sales rose from $30 million to $50 million.

"Now consumers are used to the trend of" buy and wear ", which will be a new trend in the development of fashion and luxury brands in the future.

Tamara Mellon said.