Dive Brief:
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Fashion Police’s Brad Goreski has been named creative director of C. Wonder, the quirky home goods and accessories retailer founded three years ago by Tory Burch’s ex-husband, venture capitalist J. Christopher Burch, and will be the retailer’s on-air personality on shopping network QVC next spring.
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In January the retailer shut down all its stores and announced it was filing for bankruptcy protection.
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But in a surprise last month, retail management company Xcel Brands said it would acquire the retailer’s property rights, trademarks, and similar assets.
Dive Insight:
Since its bankruptcy, not surprisingly, key people have left C. Wonder. Design chief Wendi Goldman is now at Gap. And Burch himself has worked on Ellen DeGeneres’s new ED line of clothes and home goods.
But Xcel Brands works a certain kind of magic, and it involves in part shopping channel QVC. The retail management company scooped up Isaac Mizrahi’s business when it was faltering in the 1990s, and Mizrahi is doing well, selling though department stores, QVC, and now through his own brick-and-mortar stores.
Now Goreski is to be C. Wonder’s on-air personality on shopping network QVC next spring.
So perhaps C. Wonder will see a similar revival. The preppy-quirky home goods and accessories retailer was founded three years ago by Burch, and, although the retail effort was considered by many to be something of a vanity project and even an example of “revenge retail,” it also had a lot of fans.
"I want to make people feel excited and wonderful. I want them to feel that they are ready to have the best day of their life,” Goreski told Women’s Wear Daily about his new job for C. Wonder.
