The $36 million deal forms the Lux Group, signaling a new era of digital-first growth and global expansion for the iconic lifestyle brands
Republic Brands Group (RBG) has announced the acquisition of Joie, Equipment, and Current/Elliott, valued at $36 million, marking the creation of the Lux Group and a major expansion of the company’s fashion and luxury portfolio. Led by CEO Sami Souid, the acquisition underscores RBG’s ambition to build a collection of culturally relevant, design-driven brands with long-term commercial potential. “We purchased this portfolio because we believe in the value and recognizable assets of each brand. Joie, Equipment and Current/Elliott each bring an established customer base, proven market demand, and a distinctive point of view that complements our group’s broader vision,” Souid said.
The strategic plan shifts the newly acquired brands away from a retail-first model, emphasizing digital direct-to-consumer growth alongside wholesale distribution. The portfolio expansion spans multiple product categories, including ready-to-wear, handbags, and accessories, and is designed to generate operational synergies across design, retail, sourcing, and global distribution. Republic Brands Group will appoint dedicated Creative Directors and new C-suite leadership for each label, ensuring a strong foundation for creative and commercial growth while honoring the individual identities of each brand.
The Lux Group’s expansion strategy will target major U.S. department stores and key international markets, with Europe and Asia identified as priority regions following the U.S. With plans for category expansion through licensing, collaborations, and new product segments—including handbags, footwear, and accessories—the group aims to establish each brand as a fully realized lifestyle label with enduring global relevance.
Fall 2026 will see the debut of the first collections under the new group direction, ushering in a renewed chapter for Joie, Equipment, and Current/Elliott. With a focus on design excellence, digital innovation, and international reach, Republic Brands Group positions itself as a leading curator of fashion brands, combining heritage, creativity, and strategic foresight to drive long-term growth.