JLG to Rep Dena Designs

Dena Designs has selected The Joester Loria Group as the exclusive licensing agent for its growing portfolio of lifestyle brands.

April 6, 2018

2 Min Read

Dena Designs has selected The Joester Loria Group as the exclusive licensing agent for its growing portfolio of lifestyle brands including Happi by Dena, Haute Girls and others.

Known for its hand-painted, vibrant designs that bring a modern aesthetic to vintage and traditional patterns, the Dena brands currently boast sales in excess of $500 million and product from more than 30 licensees at 20,000 retail doors worldwide. Now, JLG will execute a brand expansion strategy the will bring the brands to new product categories and build on current distribution. Current categories include textiles, home furnishings and décor, gifts, social expressions, crafts, stationery and more.

“We are delighted to represent Dena Designs brands,” says Debra Joester, president and chief executive officer, JLG. “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 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 currently sold at Babies 'R' Us, Buy Buy Baby, Lord & Taylor, Barnes and Noble, and key independent and specialty stores and online retailers. Leading licensees for the brand include Lambs & Ivy, Topsville, Hallmark, York Wall Coverings and CR Gibson.

Haute Girls is a lifestyle brand for young fashionistas that features a mix and match collection that is fun, vibrant and imaginative. The brand is a collaboration between Dena Fishbein and her fashion-savvy daughters, Rachel and Lisa. Their youthful, DIY twist to fashion, accessories and home products has lead to a line that allows girls a range of personalization. The daughters also maintain a blog and social media platforms that engages a growing community of fans. The Haute Girls website will launch at the end of this month. Leading licensees for the Haute Girls brand include WestPoint Home, York Wall Coverings and Publications International. 

JLG and Dena Designs will debut new collections for licensing and retail opportunities at Licensing Expo June 9-11 in Las Vegas, Nev.

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