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Published
Feb 17, 2022
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Rebecca Minkoff sold to Sunrise Brands - report

Published
Feb 17, 2022

Accessories and lifestyle brand Rebecca Minkoff has been sold to Sunrise Brands, which also handles the Joie, Current/Elliott, and Equipment along with other labels.


Rebecca Minkoff


There had been speculation for some weeks that the 16-year-old label — which had struggled during the pandemic — was on the auction block. Fashionnetwork.com has contacted the company for confirmation of the deal.

LA-based Sunrise was formerly known as Tarrant Apparel Group and is run by founder and chairman Gerard Guez. A WWD report said the purchase price was between $13 million and $19 million.

The label was founded by brother and sister  Rebecca and Uri Minkoff with the former expected to stay on as creative chief and the latter taking on a more advisory and innovation-focused role.

The millennials-focused brand may have faced massive challenges during the pandemic and in its immediate aftermath, but it retains a strong reputation for innovation built on its products and its history of embracing technology both in-store and online. Its early use of social media to engage consumers was also key to enhancing its reputation among tech-savvy affluent young consumers. And its tech focus continued last year as it also became an early adopter of NFTs.

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