Privately-operated contemporary lifestyle brand, Rebecca Minkoff aims to unlock new growth channels and global scalability by transitioning to a licensing model.

Launched in 2005 by designer Rebecca Minkoff, the bespoke model made a significant entry into the fashion world with Minkoff’s highly sought-after ‘Morning After Bag; quickly becoming a favorite among celebrities like Lindsay Lohan and Hayden Panettiere. The privately operated contemporary lifestyle brand was later acquired by Sunrise Brands in 2022.

Now, in a strategic pivot, the Rebecca Minkoff brand aims to leverage the operational, manufacturing, and distribution expertise of specialized licensing partners.’ This shift aligns with broader industry trends, allowing them to maintain creative control while efficiently scaling through partners experienced in their respective categories, the brand emphasizes.

This model allows the brand to focus on innovating through design and storytelling — while its partners help bring that vision to life at scale, states Minkoff. These licensing partnerships will help build a business that can evolve with culture, not just chase it, she adds.

The transition is also expected to optimize capital deployment by shifting away from heavy inventory investment towards a royalty-based revenue model. This financial restructuring is anticipated to fuel brand innovation through more focused research, development, and experiential marketing initiatives.

Sam Hafif, CEO, Concept One, a key licensee, avers, as the licensee of the handbag, accessories, and and travel categories, the company plans to expand its products range, and distribution points globally. Concept One has hired several key members of the Rebecca Minkoff team to utilize their product development and sales expertise to support the business, he confirms.

Currently, Rebecca Minkoff products are available in over 900 distribution points worldwide. Parent company Sunrise Brands also owns other contemporary fashion labels, including Current/Elliott, NYDJ, Donald Pliner, and Joie.