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Brooks Brothers Announces ‘Deconic’ Brand Venture

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It was previously known as Carolee.

(Press Release) NEW YORK – Brooks Brothers Group Inc. announces Deconic, a brand venture that will focus on the growth and development of the company’s current private label jewelry business, including brands such as Alexis Bittar and Carolee as well as jewelry partners such as ABS by Allen Schwartz, Trina Turk and latest addition Lois Hill, who joined forces with Deconic in August.

The subsidiary that Brooks Brothers acquired in 2001, previously known as Carolee, is morphing dramatically, not only marked by the new company name, Deconic, but also reflected in the company’s shifted focus to align with premium fashion jewelry brands in the contemporary jewelry space. This evolution began with the acquisition of Alexis Bittar in 2016, and as Deconic grows, leadership will continue to concentrate its efforts on working with additional elevated brands that are unique to the market and expand upon the contemporary brands in their portfolio. The addition of Lois Hill, a unique brand in the marketplace that offers handcrafted jewelry utilizing centuries old techniques at a competitive pricepoint, is a prime example of this targeted expansion.

At the center of this news, Matteo Del Vecchio, previously chief administrative officer of Brooks Brothers who joined the company in 2012, has come on as Deconic’s CEO to further synergize the company’s overall growth and brand vision.

According to Del Vecchio, the present goals of Deconic are “to be the best house of brands for fashion jewelry, where we can nurture and grow great brands — both ours and our partners — and support them with our in-house creative, distribution and operational expertise.” Del Vecchio adds, “We’ll be working very closely with our partners as we move forward, especially the luxury department stores and independent jewelers.”

In an effort to posture itself for continued growth, Deconic has established offices in the up-and-coming Industry City area of Brooklyn. By consolidating its factory and office space into one cohesive environment, Deconic hopes to fuel creativity and productivity and inspire targeted expansion.

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