Headlines

Theory to Shut Down Premise Brand

Apparel company was dissatisfied with the label’s direction

Published

16 years ago

August 27, 2008

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Theory LLC (Lyndhurst, N.J.) will shut down its Premise label, just two years after it launched the bridge brand.

According to Women’s Wear Daily, Premise will stop shipments after fall in the U.S., where it was a $15 – $18 million wholesale business carried by retailers such as Bloomingdale’s and Saks Fifth Avenue.

“I very much believe in the opportunity in bridge, but I was not 100 percent satisfied with the execution and in the direction we are headed,” said Theory president and co-founder Andrew Rosen. “I don’t want a business that’s just one of the pack — if we can’t dominate and be the standard for a category, it’s not enough for me and us as a company.”

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