Sequential Brands Group - Fashion Company Profile
Sequential Brands Group was a New York brand-licensing company - owner of AND1, Avia, Ellen Tracy, William Rast and the Jessica Simpson brand - that filed Chapter 11 in August 2021 and sold every brand it owned.
Company Snapshot
- Status
- Closed - Sequential Brands Group filed Chapter 11 on August 31, 2021 and sold all of its brands; the company was wound down
- Type
- Was public - Sequential Brands Group, Inc., Nasdaq: SQBG (delisted in the bankruptcy)
- Headquarters
- New York City, New York, United States
- Founded
- Incorporated in 1982; known as People's Liberation, Inc. until the March 2012 renaming to Sequential Brands Group
Company Profile
There is no Sequential Brands Group to visit: the company was wound down after its 2021 bankruptcy sales, and its brands trade today under Galaxy Universal (the active division), Centric Brands (Joe's Jeans), Jessica Simpson herself and other owners named in the snapshot. This profile is kept as the record of the licensing portfolio as recorded - the brands, the licensing model and the September 2015 Joe's Jeans transaction - under this directory's rule that a closed company's profile stays as history while its shopping links go.
The one dated news item this profile keeps is from September 2015: Sequential Brands Group agreed to buy the Joe's Jeans brand while Global Brands Group signed a long-term agreement to license the Joe's brand - a snapshot of the company's roll-up years, when it assembled brand after brand on borrowed money. That strategy ended in the pandemic-era retail collapse: Sequential filed for Chapter 11 on August 31, 2021, and its brands were sold off - the active division (AND1, Avia, Gaiam and SPRI) to Galaxy Universal for roughly $330 million, Joe's Jeans to Centric Brands, and the Jessica Simpson brand back to Jessica Simpson herself for $65 million. The brands in this profile all continue under new owners; Sequential Brands Group itself does not.
Common Questions
What did Sequential Brands Group do?
It owned and licensed consumer brands rather than making products: its filed portfolio included AND1, Avia, Ellen Tracy, William Rast, Caribbean Joe, Heelys, DVS, Revo, The Franklin Mint and Jessica Simpson, licensed to retailers, wholesalers and distributors.
What happened to Sequential Brands Group?
It filed for Chapter 11 on August 31, 2021 and sold its brands: the active division went to Galaxy Universal for about $330 million, Joe's Jeans to Centric Brands, and the Jessica Simpson brand back to Jessica Simpson for $65 million. The company was wound down.
Was Sequential Brands always called that?
No. It was incorporated in 1982 and traded as People's Liberation, Inc. before changing its name to Sequential Brands Group, Inc. in March 2012.
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