US' IBrands Global acquires Pam & Gela for e-commerce brand launch

IBrands also appointed Jameelah Booker as Pam & Gela’s new lead designer. Tapping Behrens as divisional GM, as well as the acquisition of Pam & Gela, signals an increase of focus on IBrand’s apparel vertical. It plans to take a modern approach to rebuilding Pam & Gela, the company said in a media statement.

Over the coming months, IBrands plans to revamp the Pam & Gela business model by further investing in ecommerce, introducing technology to expedite product deliveries and improve customer service, announcing international supply partnerships, and creating virtual showrooms to drive wholesale growth. The new ecommerce merchandise strategy also includes high-tier fashion capsule collections with 8-12 new SKU launches per month.

Behrens will join the leadership ranks with Remy Garson, IBrands chief executive officer, Cole Garson, chief operating officer, and Darryn Garson, chief growth officer. Company executives have stated their intent to make additional acquisitions in the fashion space in 2022 with Behrens’ guidance.

"As the former chief merchandising officer at Carbon38, SVP of merchandising and product development at Juicy Couture, president of Monica Chiang, and VP of international business development at Club Monaco/Polo Ralph Lauren, Behrens brings a wide array of talent and a steady hand to the IBrands family. We see her role as one that will shape the future of the company in the fashion and retail space. We’re thrilled to have her,” IBrands global founder and chairman, Marc Garso said.

“With an incredible customer loyalty and great brand DNA, I know consumers will be excited to have this brand come back stronger than ever. This brand already has an incredibly strong design heritage and sense of legacy; Pam & Gela is a cornerstone of the shift away from dressing structurally and paved the way for the era of what's now athleisure. I couldn’t be more excited about the possibilities to continue to evolve this brand,” Behrens said.

Fibre2Fashion News Desk (GK)