Rebecca Minkoff is expanding her universe through a robust licensing program.

The company, which was sold to Sunrise Brands in 2022, has embarked on an aggressive expansion program with a slew of strategic licensees in handbags, footwear, loungewear, sleepwear and jewelry. Sunrise, which is headed by chairman and founder Gerard Guez, will continue to manufacture the apparel. Sunrise will also continue its fragrance license with The Premiere Group.

“The future of fashion is lean, agile and partnership-driven,” said Rebecca Minkoff, cofounder and creative director of the brand. “This model allows us to focus on what we do best — innovating through design and storytelling — while our partners help bring that vision to life at scale.”

“We’re building something scalable, sustainable and future-focused,” added Griffin Guez, chief executive officer of Sunrise Brands Accessories. “We’re not just reacting to change in the industry — we’re leading it.”

Minkoff noted that brand awareness is up 20 percent over the decade and unaided awareness is up more than 10 percent. “We just felt like now was the time, after 20 years, to bring on lots of partners who are best in class in what they do,” said Minkoff in a telephone interview.

According to Minkoff, the various products will be going to the same distribution channels as they previously did, which is Nordstrom, Neiman Marcus, Saks Fifth Avenue, Bloomingdale’s, Dillard’s and Belk. The company also has an off-price strategy with Nordstrom Rack and Saks Off Fifth.

Minkoff said she will give overall design direction but the licensees are going to do the day-to-day design. The products will start rolling out in September, beginning with sleepwear and slippers. “And then it sort of rolls out over the next six months,” she said.

Among the partners are Concept One for handbags, Vida Footwear, Majesty for lounge and sleepwear, and Regal Jewelry in collaboration with JEM Brands Group overseeing fine jewelry.

Minkoff said she’s been happy with the Sunrise Brands ownership. “They were strategic for us when we sold to them due to their ability to source and ensure things were made, back when that was a huge problem. I think this new strategy is lean and good right now. And we’re a lean team in terms of creative, social and e-commerce. That’s what we do best, and now we get to leverage best in class partners to really expand the footprint of the brand,” said Minkoff.

Overall, the company has signed 12 new deals.

Asked if there were any more categories they’re interested in, Minkoff said, “Beauty would be something, but I think I want to get these 12 off the ground and humming.”

When Rebecca Minkoff and her brother, Uri Minkoff, previously owned the brand, they had several licensing deals for eyewear, belts and scarves, cold weather accessories, and fragrance. Except for fragrance, the other licensing deals have ended.

Sunrise Brands is a Los Angeles-based diversified apparel company whose labels include NYDJ, Diane Gilman, Joie, Equipment, Current/Elliott, Skinnygirl and Donald Pliner. The company also does private label and has done celebrity lines with Melissa McCarthy and Eva Longoria.

According to sources, the asset sale of the Minkoff brand was between $13 million and $19 million.  Rebecca Minkoff  continued in her role as chief creative officer and Uri Minkoff, who had been CEO, became a senior adviser.

The brand, which started with the iconic “Morning After Bag” and caters to the Millennial consumer, has been ahead of the curve in many technological and social media initiatives. The Minkoffs originally built their brand by engaging with consumers on social media and was one of the first to start doing that, even when stores originally questioned that tactic. When they launched, they didn’t have the money for advertising in a major magazine and started talking to bloggers who were making content. “They need something, we need something. For us, it was never a strategy, it was about opportunity,” Minkoff said in a 2021 WWD interview. The company was one of the first to offer “see now, buy now” collections, a video wall for consumers in their flagship, interactive mirrors in dressing rooms, and wearables.

In addition to her design duties, Minkoff had a role this past year on “Real Housewives of New York.”

“From the moment she launched her brand in 2005, Rebecca established herself not only as a style icon and handbag designer, but also as an inspiration for women to lead fearless lives as they pursue their careers,” said Sam Hafif, CEO of Concept One. “In our capacity as the licensee of the handbag, accessories and travel categories, we plan to expand the breadth of products, and distribution points globally. We have hired several key members of the Rebecca Minkoff team and will leverage our product development and sales teams to support the business. I am truly honored to work with such a venerable brand, and such an amazing person.”

Daniela Bocresion, CEO of Rebecca Minkoff said, “By shifting to a licensing model, we are not stepping back — we are stepping up. We’re focusing our leadership on brand equity, creative excellence and strategic growth while aligning with world-class partners who share our vision. I am committed to ensuring that Rebecca Minkoff continues to lead with purpose, agility and global ambition.”

Minkoff added, “By empowering expert partners and staying rooted in our brand values, we’re creating a business that can evolve with culture, not just chase it. This model gives us the freedom to dream bigger, move faster, and ensure Rebeca Minkoff remains not just relevant but essential — for the next 20 years and beyond.”