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At J Brand’s Los Angeles offices, there are signs on people’s computers: “Ship Ron first,” said Jeff Rudes, chief executive officer.
The jeanswear company, founded in 2004, began as an exclusive line at Ron Herman’s Melrose jeans bar in spring 2005 and became an immediate success. It is now sold in over 2,000 specialty stores and luxury retailers in over 20 countries, but Rudes never forgets his roots.
“We’re about product,” said Rudes.
For five years, the company had no product extensions and focused entirely on its popular jeans brand. Now, J Brand’s management is looking to launch a sportswear line that goes beyond jeans, so the woman can create an outfit around it. The aesthetic will be “simplistic minimalist with great fabrics and fit.” The plan is to sell 100 stores worldwide. It’s a separate team and it’s being treated like a separate company.
“It’s the first important extension of the brand,” said Rudes.
In addition to fit, what helped propel J Brand was its celebrity clientele. Research has shown that 74 percent of women will buy something they see on a celebrity, said Rudes. If the customer sees a photo of a celebrity in Los Angeles or…
LOS ANGELES — J Brand, the premium denim label best known for its skinny jeans, is expanding for fall with a new label targeted at the curvier end of the consumer spectrum.
The company will introduce three styles for larger women under the Blue Label name next month. Blue Label’s cigarette-leg style with a 14-inch opening features a roomier fit around the thigh, and boot-cut and wide-leg styles are enhanced with back darts and a contoured waistband that hug the hips. With wholesale prices running from $72 to $75, Blue Label will debut exclusively at Bloomingdale’s in July. A month later, J Brand will widen distribution to other retailers, including Edit in New York, EB Pepper in Pittsburgh and Janey’s in Amarillo, Tex.
J Brand didn’t disclose sales figures, but management said it’s looking for Blue Label to account for at least 20 percent of the total business.
“We get to step outside of who we’ve been fitting and bring a whole new level of customers to J Brand,” said Susie Crippen, co-founder of the four-year-old denim company, based here.
J Brand already has diversified its offerings to appeal to other niche customers. It has an eco-friendly line called Green…