Luxury Label St. John Is Up for Sale

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Luxury Label St. John Is Up for Sale
Luxury knitwear company St. John is looking for a new owner. In an attempt to revolutionize the brand, the brand is putting itself up for sale.

CEO Glenn McMahon told Women’s Wear Daily, “We’re in the process of turning the business around. This is a very significant business, and it’s been a very methodical turnaround.”

The fashion brand has a history of reinventing itself every few years.

Angelina Jolie used to front the brand, but was let go from her $12 million modeling deal with the label in 2010.

McMahon said the actress’s celebrity persona “overshadowed the brand” adding, “We wanted to make a clean break from actresses and steer away from blondes and cleanse the palette.”

Well, Angelina is not a blonde, so clearly these St. John executives are confused.

“This is an evolution and a transformation of the brand that we began in earnest four years ago, when I joined the company. We’re pleased with the progress we’re making,” sys McMahon.

Currently the brand is using Jack White’s ex-wife British model Karen Elson. The model has a fiery red mane, which aligns with the brands “no-blondes” rule.

ST. John is thought to make around $400 million a year.
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