BCBG capitalises on trademark

The California-based fashion house BCBG Max Azria Group has received $53 million (GBP29 million) as part of an asset-backed note issued by the New York Life Investment Management LLC (NYLIM). The company cashed in on the value of its popular trademarks like BCBG Max Azria, BCBGirls, BCBG//Attitude, Parallel, To The Max and Herve Leger to raise funds for expansion.

Designer Max Azria moved to the US and launched the brand Jess in 1981, after eleven years' experience designing womenswear in his native Paris. Jess offered hip French fashion to American women. After a successful run, Azria decided to fulfill his dream of establishing a design house that catered to the wishes of the modern woman. BCBG Max Azria was launched in 1989 and was named for the French phrase bon chic, bon genre, meaning "good style, good attitude". The strength of the company is that it offers high quality pieces at contemporary prices and combines French chic with American style.

The company opened its first BCBG Max Azria boutique in Moscow in October of this year and much of the recently gained funds will be invested in a vigorous global expansion strategy. The company already has stores in Paris, Hong Kong, Tokyo and other Japanese cities, Bahrain and Malaysia, to name a few.