What Sunrise Brands does

Sunrise Brands is a privately-held Los Angeles-based fashion brand management company that owns and operates a portfolio of 11 premium apparel and lifestyle brands spanning denim, ready-to-wear, footwear, leather goods, accessories, and travel categories. Brands include American Rag, Current/Elliott, Diane Gilman (DG2), Donald Pliner, Equipment, Joie, NYDJ, Rebecca Minkoff, Seven7, TAGS, and NO!, with positioning ranging from value to premium price points. The company traces its heritage to 1977 when founder Gerard Guez began his career in denim at Sasson Jeans; the current entity was formed in 2009 when Gerard Guez and Todd Kay took Tarrant Apparel Group private and rebranded it as Sunrise Brands.

The business operates a dual model: owned-brand management and private-label manufacturing for retail partners. Through Sunrise Private Label, the company delivers over 30 million pairs of casual bottoms annually against demanding retail calendars, supported by global sourcing infrastructure anchored by a Hong Kong office (since 1979), a Mainland China sampling facility (since 1991), and C-TPAT-approved compliance practices. Distribution flows through major US department stores, big box retailers, and national mall-based doors, including Nordstrom, Bloomingdales, Dillard's, Von Maur, The Bay, Macy's, and Express Stores. Organizational capabilities include over 100 designers and merchandisers, a 446,000-square-foot warehouse facility leased at Tejon Ranch in 2023, and consolidated Manhattan showrooms opened in 2023.

Revenue is generated through brand ownership and licensing royalties on the portfolio brands, plus private-label manufacturing fees from retail partners. The company has executed an active acquisition strategy since 2019, adding NYDJ (2019), Donald Pliner and Diane Gilman (2020), Current/Elliott, Joie, and Equipment (2021), and Rebecca Minkoff (2022, estimated USD 13-19 million), followed by the December 2025 divestiture of Joie, Equipment, and Current/Elliott to Republic Brands Group for USD 36 million. Sunrise Brands is owned and controlled by founders Gerard Guez (Chairman & CEO) and Todd Kay (Vice-Chairman), with second-generation Guez family members leading several brand divisions; the company has no disclosed external institutional or private equity backing.

Name

Sunrise Brands

Legal name

Sunrise Brands

Website

https://sunrisebrands.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

Sunrise Brands is a privately-held Los Angeles fashion company that owns and manages a portfolio of 11 premium apparel and lifestyle brands while operating a private-label manufacturing business delivering 30M+ pairs annually to major US retailers.

Ownership category

akta.pro rank

Product category

Apparel Manufacturing

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (31599), Footwear Manufacturing (31621), Other Leather and Allied Product Manufacturing (31699)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Apparel & Accessory Stores (5600), Footwear, (No Rubber) (3140), Leather & Leather Products (3100)

akta.pro primary industry

Luxury & Designer Apparel Retail (CRAAABAI)

akta.pro secondary industries

Footwear Manufacturing (OEM/ODM & Private Label) (CRAAACAJ), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Fashion brand management
• Private label apparel
• Denim manufacturing
• Brand licensing
• Apparel portfolio

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Brand Licensing: Sunrise Brands acquires and licenses fashion brands, managing their portfolio of 11 premium brands including denim, ready-to-wear, leather goods, and accessories. The company generates revenue through brand ownership and licensing arrangements.
2. Private Label Manufacturing: Sunrise Private Label provides value-added compliance manufacturing for retail partners, offering fast track manufacturing processes and tailor-made solutions. Product lines range from classic to contemporary and from value price to premium, distributed through department store, big box and national mall-based doors.
3. Brand Acquisition: Sunrise Brands grows through strategic brand acquisitions, having acquired Rebecca Minkoff (estimated $13-19 million), NYDJ (2019), Donald Pliner (2020), Diane Gilman (2020), and Current Elliott, Joie, Equipment (2021). In December 2025, Republic Brands Group acquired Joie, Equipment, and Current/Elliott from Sunrise Brands for USD 36 million.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Sunrise Brands acquires, owns, and manages a portfolio of eleven premium fashion brands spanning denim, ready-to-wear, leather goods, footwear, and travel accessories. The company also operates a private label manufacturing division that provides value-added compliance manufacturing and fast-track production services to retail partners, delivering over 30 million pairs of casual bottoms annually against demanding retail calendars.

Product overview

Sunrise Brands operates as a fashion brand management company with a portfolio of eleven distinct brands spanning multiple categories: denim (CURRENT/ELLIOTt, Diane Gilman, NYDJ, SEVEN7), ready-to-wear (AMERICAN RAG, EQUIPMENT, Joie, NO!), leather goods and accessories (DONALD PLINER, REBECCA MINKOFF), and travel accessories (TAGS). The company also offers private label manufacturing services. The portfolio ranges from value-priced to premium segments, with brands targeting different demographics from millennials to mature women. The unified portfolio is managed to make luxury accessible while maintaining brand distinctiveness across categories.

Differentiator

Problem solved

Functional benefit

Brands

• American Rag CIE: A collection that embodies the essence of both California cool and East Coast chic, with a focus on lifestyle for women who are sleek and sexy, edgy and romantic.
• Current/Elliott
• Diane Gilman
• Donald Pliner
• Equipment
• Joie
• NO!
• NYDJ
• Rebecca Minkoff
• Seven7
• TAGS

Products and services

• American Rag A lifestyle apparel brand embodying California cool and East Coast chic, targeting women who embrace sleek, sexy, edgy, and romantic styles. Features vintage-inspired colors and prints with classic denim and seasonal trends. Distributed through department stores and mall-based doors.
• Current/Elliott An American wardrobe classic denim brand founded on craftsmanship, authenticity, integrity, and individual expression. Known for vintage-inspired washes and iconic fits, distributed through premium retail channels.
• Diane Gilman (DG2) A lifestyle denim and apparel brand providing feminine, stylish, and modern garments that are size-inclusive and flattering at any age, sold through retail partners.
• Donald Pliner Premium footwear brand for men and women featuring beautifully crafted, meticulously detailed, and comfortable designs with heritage craftsmanship and innovative materials. Distributed through Nordstrom, Bloomingdales, Dillard's, Von Maur, and The Bay.
• Equipment French-inspired luxury ready-to-wear brand since 1976, offering sophisticated designs with an air of chic nonchalance and minimalist undertones, sold through premium retail partners.
• Joie Feminine, effortless, and understatedly chic ready-to-wear brand known for carefree beauty and subtle detailing, providing versatile designs for weekday through weekend wear distributed through department stores.
• NO!

Quantifiable outcome

• Over 30 million pairs of casual bottoms delivered annually against demanding retail calendars
• +2 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• BCI Cotton VendorsminorOthers · 1 January 2023Partnership with vendors using Better Cotton Initiative cotton as part of 2023 sustainability efforts to source more sustainable materials.
• Soles4SoulsminorOthers · 1 January 2021ESG partnership for footwear and clothing donations. Sunrise Brands has helped extend the life of 1,232 pieces of clothing and pairs of shoes through this partnership. Soles4Souls is a key partner in Sunrise's sustainability initiatives.
• One Tree PlantedminorOthers · 1 January 2021Environmental partnership focused on tree planting as part of Sunrise Brands' 2022 sustainability initiatives and environmental responsibility efforts.
• Green ChipminorOthers · 1 January 2021Environmental partner in Sunrise Brands' ESG initiatives focused on sustainability and environmental responsibility.
• FabScrapminorOthers · 1 January 2021Textile recycling partner helping Sunrise Brands divert 827 pounds from local landfills. Part of waste reduction and circular economy initiatives.
• BlueJeansGoGreenminorOthers · 1 January 2021Denim recycling partner supporting Sunrise Brands' sustainability efforts in textile waste reduction and circular fashion.
• Resonance (Rebecca Minkoff)coreStrategic or Co-development PartnerRebecca Minkoff's manufacturing partner for sustainable production. Resonance only makes orders when placed by customers to avoid unwanted inventory. Manufacturing occurs in the Americas in the Dominican Republic factory. The partnership uses blockchain traceability and produces garments with up to 95% biodegradable material.
• Female Founder CollectiveminorStrategic or Co-development PartnerOrganization created by Rebecca Minkoff dedicated to enabling and empowering female-owned businesses. Sunrise Brands supports this initiative through their Rebecca Minkoff brand leadership commitment to women's financial power across the socio-economic spectrum.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Centric Brands: A brand-management and licensed apparel/accessories company that designs, sources and distributes a portfolio of owned and licensed brands to major retailers, closely mirroring Sunrise's model.
• Bluestar Alliance: A brand acquisition and management firm that buys and licenses consumer fashion brands, directly comparable to Sunrise's acquire-and-manage portfolio strategy.
• G-III Apparel Group: Designs, manufactures and wholesales a portfolio of owned and licensed apparel and outerwear brands to department stores, aligning with Sunrise's wholesale brand-house approach.
• Kontoor Brands: Owner of Wrangler and Lee, a denim-centric apparel manufacturer and wholesaler; directly comparable to Sunrise's core denim/casual-bottoms business.
• Perry Ellis International: Designs, sources and markets a portfolio of owned and licensed apparel brands through department stores and wholesale, matching Sunrise's multi-brand wholesale model.

Broad incumbents

• Authentic Brands Group: A large brand-development and licensing holding company owning dozens of apparel and lifestyle brands; overlaps with Sunrise's roll-up model but at far greater scale.
• Iconix Brand Group: A brand-licensing company managing a portfolio of fashion and apparel brands, comparable to Sunrise's brand ownership and licensing revenue streams.
• WHP Global: A brand-acquisition and management platform for consumer/fashion brands, overlapping with Sunrise's acquire-and-scale strategy at larger scale.

Emerging players

• Marquee Brands: Acquires and licenses lifestyle and fashion brands, similar to Sunrise's portfolio acquisition approach across apparel and accessories.
• Digital Brands Group: A house of premium apparel and denim brands built through acquisition, comparable in strategy to Sunrise though smaller and more DTC-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sunrise-brands

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sunrise Brands