Early in BB Dakota’s history, the brand was picked up by the juniors buyer from a major department store—even though the Costa Mesa, Calif.–based company didn’t consider the brand a juniors label.
“In our heads we were a contemporary brand,” said Gloria Brandes, BB Dakota’s chief executive officer and creative director.
When the same buyer moved to the department store’s contemporary buying team, she wanted to take the brand with her, Brandes said. At the MAGIC trade show in Las Vegas, the buyer placed an order for BB Dakota for the store’s contemporary floor. But when the store’s new juniors buyer arrived in the booth, Brandes had to do some quick thinking.