Hilco Consumer Capital Corp. has hired the New York-based branding firm Graj+Gustavsen to reposition and package the newly acquired Bombay Brands LLC. Hilco’s plan for The Bombay Brand aims to generate new products through licensed wholesalers and bring them to market through strategic retail and brand franchisee partners.

Bombay Brands LLC president John Collins says, "We are thrilled to be partnering with Graj+Gustavsen on the creation of a new brand essence and strategy for Bombay Brands LLC. We will be looking to G+G to lead us in bringing a fresh look and feel to the Bombay Brand by restoring the history and quality the market wants."