Famous singer, actress and entrepreneur Beyoncé Knowles-Carter, fashion label House of Dereon is undergoing a massive overhaul following reports in the decline of sales. This comes after the departure of chief executive officer of Beyond Productions LLC, Philip Davis six weeks ago. Several other employees for the company are said to have had their contracts terminated in addition. Beyoncé along with her mother Tina Knowles collectively own House of Dereon, made the decision to discontinue their junior line, Dereon earlier this year.
This change will also include a return to the US market for the Europe-distributed brand. Originally first launched in 2004, the line was sold in Macy’s and Bloomingdale’s. Presently the line is sold in Selfridges in the UK, along with a selection of department stores across Europe.
Rich Darling, president of LF USA, who attained Beyond Productions two years ago had this to say, “House of Deréon has been distributed exclusively in Europe for the past two years in department and specialty stores, 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.” The collection Miss Tina is designed by Tina Knowles, in a joint venture with Wal-Mart. No comment has been made from House of Deréon to date.