Tamara Mellon to relaunch in October
Tamara Mellon is back in business. The American media is reporting that the London-born designer is relaunching her namesake label online this October. The company is going to sell direct-to-consumer and will not partake in wholesale in order to have “amazing quality with competitive prices,” according to Mellon.
In December 2015, Mellon filed for Chapter 11 bankruptcy in order to pay back her creditors. She said in a statement that the brand “will emerge from this stronger than ever in 60 days or less,” and it appears that the company did just that.
In January 2016, the company exited Chapter 11 and found new investors in New Enterprise Associates. Mellon issued another statement to explain the new business direction, which is to “focus on direct sales to customers via online platforms and company-operated stores.”
Mellon founded her namesake label in November 2013 after parting ways with Jimmy Choo, the brand she co-founded and also served as Chief Executive Officer. She sold the label to Labelux before launching her own company.
“Three years ago, I had done the same thing, but the market was not ready, " Mellon said. "The consumer gets to see something today and wear it tomorrow. This is how the next generation of luxury brands will be built.”
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