Republic Brands Group Acquires Major Fashion Portfolio
Republic Brands Group, a New York-based brand management firm, has made a significant move in the fashion industry by acquiring a new portfolio of well-known brands. This acquisition includes Joie, Equipment, and Current/Elliott, which are now part of the Lux Group. The brands will be based in New York, following their sale from Los Angeles-based Sunrise Brands, which had owned them since 2021.
Sami Souid, the CEO of Republic Brands Group, founded the company three years ago. He sees this acquisition as a strategic step toward building a diverse collection of fashion brands that have strong cultural relevance, design authority, and long-term commercial success. It’s important to note that Republic Brands Group is distinct from Republic Clothing Group.
“We purchased this portfolio because we believe in the value and recognizable assets of each brand,” said Souid. “Joie, Equipment, and Current/Elliott each bring an established customer base, proven market demand, and a distinctive point of view that complements our group’s broader vision.” While the exact cost of the acquisition was not disclosed, the brands were valued at $36 million by a third party.
Expansion and Integration Strategy
As part of the integration plan for Joie, Equipment, and Current/Elliott, Republic Brands Group aims to expand these brands into additional categories through licensing. The goal is to create full lifestyle brands and appoint new C-suite leadership and dedicated creative directors. The strategy involves elevating product design, revitalizing the labels’ DNA, signing licensees, and seeking collaboration opportunities.
Republic Brands Group currently owns the brand Wilt and has partnerships with Avani Gregg. It also manages licensing programs for Jason Wu and Christian Siriano.
Prior to being acquired by Sunrise Brands, Joie, Current/Elliott, and Equipment were owned by The Collected Group, which went bankrupt in 2021. KKR, a lender to the bankrupt company, converted its debt holdings into ownership and sold the labels to Sunrise Brands.
Building on Brand Recognition
Souid highlighted the importance of the brand recognition that comes with the acquisition. “That’s an awesome place to start,” he said. “We also did our own little research, and we’ve come to realize that they actually have a loyal following. The customer really loves the product aesthetics.”
He acknowledged that every company faces challenges but believes that with the right approach, these brands can be rebuilt. “Their identity is pretty clear. We know exactly what their aesthetics are, and the brand recognition is there,” he said. Souid plans to rebuild them through licensees, expanding from apparel to handbags, footwear, accessories, and even home products. The company does not plan to engage in manufacturing itself.
Strategic Growth and Market Expansion
Republic Brands Group sees an opportunity to grow the three brands by shifting away from a retail-first model and focusing more on digital DTC (direct-to-consumer) growth and wholesale distribution. Souid plans to name new creative directors in the coming weeks and anticipates having product in stores as early as the second quarter of 2026. The brands’ websites will also be completely revamped, along with their collections.
The expansion strategy includes rolling out across major U.S. department stores and key international markets, with the U.S. remaining the largest market, followed by Europe and Asia. In the U.S., target stores will include Nordstrom, Saks, Macy’s, and Bloomingdale’s, along with high-end specialty boutiques across the country. The full introduction under the new group direction will be for fall 2026.
Future Plans and Target Audience
Souid expressed a desire to eventually open a couple of mono-brand stores, especially for Joie, throughout New York, Los Angeles, and possibly Houston. Currently, the brands do not operate freestanding stores.
He is still considering whether to bring any of the current employees to the company. Regarding the target audience, Souid described Joie as a brand aimed at women aged 30 to 50 who appreciate feminine clothing and want to look chic and sophisticated. Current/Elliott, on the other hand, has a cool factor and could be more of a denim brand for women and men aged 25 to 45. Equipment is a mix of both, offering great denim and a cool casual brand, as well as dresses and casual apparel.
The average price point for these brands ranges from $195 for a T-shirt up to $995 for a leather jacket or dress.
Legacy and Evolution of the Brands
All three brands have a long history in the contemporary space under various owners and creative directors. Joie, founded in 2001, is known for its casual and accessible luxury style. Equipment, launched in 1976 and relaunched in 2010 under Serge Azria, became famous for its signature silk shirts. Current/Elliott, founded by designers Emily Current and Meritt Elliott in 2009, gained popularity for its vintage-inspired denim, particularly the “Boyfriend Jean.” The original founders exited the brand in 2012.
