Liz Claiborne Inc. is looking to the coasts for reinvention as the fashion firm ditches its name for a new one that evokes the style hubs of New York and California: Fifth & Pacific Cos.
The company hopes its new handle, meant to tap into the cool of Malibu and Manhattan shopping chic, will help refresh its image as it transitions from a department store retailer to a direct-to-consumer business.
Claiborne, headquartered on New York’s Broadway, plans to focus on fresher, premium brands such as Juicy Couture, Kate Spade and Lucky Brand that it says have more potential for global expansion. Each of the brands has stores across California and elsewhere in the U.S.
In the last year, the company has shed its older holdings, including selling its namesake brand and Monet jewelry line to mall retailer J.C. Penney for $267.5 million in October. Claiborne also ditched its lifestyle brand Mexx in 2011, along with its Dana Buchmann and Kensie brands.