BEYONCE KNOWLES' fashion labelHouse of Deréon is undergoing a reshuffle following a reported fall in sales. The shake-up will include a return to the US for the Europe-distributed brand.
The move follows the exit of Philip Davis, chief executive officer of Beyond Productions LLC - the company headed up by Beyoncé and her mother, Tina Knowles, that owns House of Deréon - six weeks ago. Several employees are also said to have had their contracts terminated, reports WWD. The company also made the decision to discontinue its junior line, Deréon, earlier this year.
"House of Deréon has been distributed exclusively in Europe for the past two years in department and specialty stores," said Rich Darling, president of LF USA - which acquired Beyond Productions two years ago. "As part of our growing contemporary business, we are repositioning the brand in the United States. Additionally, we are continuing our successful Miss Tina business." Miss Tina is the clothing collection designed by Tina Knowles, in partnership with Walmart.
The brand was originally stocked in Bloomingdale's and Macy's in the US when it first launched in 2004. It is now currently stocked in Selfridges in the UK, as well as in a selection of department stores across Europe.
So far, no comment has yet been made from House of Deréon.
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