Dena Designs has selected The Joester Loria Group as the exclusive licensing agent for its growing portfolio of award-winning, design-driven lifestyle brands, with best-selling collections in the baby, children, junior and home categories. The Joester Loria Group will execute a brand expansion strategy that extends Happi by Dena, Haute Girls and other Dena brands to new product categories and builds on the distribution at current and new retail partners.
Dena has become a sought-after designer at retail, with sales topping $500 million and more than 30 licensees in 20,000 leading retail doors worldwide. Dena’s signature hand-painted blend of vibrant designs that bring a modern aesthetic to vintage and traditional patterns, are at the heart of her successful brands and top-selling collections of textiles, home furnishings and decor, gifts, social expressions, crafts, stationery and more.
The Joester Loria Group and Dena Designs will debut new collections for licensing and retail opportunities at Licensing Show 2015. “We are delighted to represent Dena Designs brands,” said Debra Joester, President and CEO of The Joester Loria Group. “Dena’s distinctive design aesthetic and proven ability to create successful brands that connect with consumers has already garnered the support of leading retailers. We are huge fans and we look forward to bringing Happi by Dena and Haute Girls into the lives of millions of new customers.”
The Happi by Dena brand features Dena’s signature hand-painted graphics coupled with the whimsical and charming “Happi” characters across a wide range of infant and toddler products including layette, apparel, gifts, books, social expressions, bedding and room decor. Happi by Dena products are best sellers at top retailers including Babies “R” Us, Buy Buy Baby, Lord & Taylor, Barnes and Noble, and key independent and specialty stores and online retailers. Leading licensees include Lambs & Ivy, Topsville, Hallmark, York Wall Coverings, and CR Gibson.
Haute Girls, an exciting lifestyle brand for young fashionistas, is an innovative mix and match collection that is fun, vibrant and imaginative. This dynamic brand is a collaboration between visionary veteran, Dena Fishbein and her fashion and merchandising savvy daughters, Rachel and Lisa, both FIT graduates, who developed their creative skills and love for design growing up in their mother’s studio. Their blogs and rich social media platforms deliver engaging content to a growing community of fans and followers. Leading licensees include WestPoint Home, York Wall Coverings, and Publications International.