Caribbean Joe relaunched by Sequential Brands Group

By

Robin Driver

Published
Jul 10, 2019

New York-based Sequential Brands Group announced on Tuesday that it has given its Caribbean Joe brand a comprehensive refresh, expanding its offering into a range of new categories with the signing of a flurry of new partnerships for fragrance, sportswear, women’s pajamas and loungewear, and kid’s swimwear.
 

The relaunch will see Caribbean Joe team up with NYC-based apparel manufacturer the Levy Group for the production of its men’s and women’s sportswear, while Dreamwave has been entrusted with the brand’s women’s pajama and loungewear offering.
 
Rounding off the casualwear brand’s list of new partners, Bellevue Brands – the same perfume producer called in by Sequential to kick start the category at its Joe’s brand at the end of June – will henceforth also be handling Caribbean Joe’s fragrances.

“This relaunch is the culmination of work we’ve done to refresh the iconic Caribbean Joe brand with a more modern sensibility while not losing its accessible, laidback attitude that consumers love,” explained Karen Castellano, president of Sequential Brands Group’s fashion division, in a release. “We’ve elevated our partners across several new categories and now have one cohesive design and print strategy across the brand.”
 
Sequential has been busy reorganizing its brand portfolio over the last few months, in an attempt to get its business back on track. The company recently completed the sale of the Martha Stewart and Emeril Lagasse brands to Marquee Brands as it moves to refocus itself around its fashion labels, which, aside from Caribbean Joe, include William Rast, Ellen Tracy, Heelys and Jessica Simpson.
 
Evident in the relaunch of Caribbean Joe, as well as in the fragrance deal recently signed for Joe’s, this shift in focus towards developing Sequential’s apparel and footwear brands can also be seen in the release of yoga lifestyle brand Gaiam’s first personal care range last month.
 
In the first quarter ended March 31, 2019, Sequential’s net loss was $125.3 million, while net revenues totaled $36.9 million, down 3.1% from the prior-year period.