Rag & Bone Expands into Luxury Handbags with GUESS and Signal Brands

GUESS? and WHP Global, co-owners of the New York-based fashion brand rag & bone, have announced a five-year licensing partnership with Signal Brands to expand the brand’s handbags and small leather goods category. The collaboration leverages Signal Brands’ 30+ years of expertise in luxury accessories.  With the inaugural collection slated for Spring 2025, it marks a strategic push to elevate rag & bone’s global footprint and product offerings.

Partnership Details and Strategic Vision

• Scope: Signal Brands, a longstanding GUESS licensee since 1990, will design and distribute rag & bone’s handbags and small leather goods globally. The inaugural collection launches in Spring 2025 and will be available at rag & bone boutiques, rag-bone.com, and premium retailers like Nordstrom and Bloomingdale’s.
• Extended Collaboration: GUESS also renewed its existing 15-year global handbag licensing agreement with Signal Brands, underscoring confidence in the partnership’s value.

Paul Marciano, GUESS co-founder and Chief Creative Officer, emphasized the synergy:

“Signal’s design expertise and distribution network are essential to rag & bone’s growth. Their team’s craftsmanship aligns perfectly with our vision to blend New York aesthetics with global appeal.”

Jason Rimokh, CEO of Signal Brands, added:

“This partnership allows us to merge rag & bone’s minimalist ethos with our technical prowess in luxury accessories. We’re honored to collaborate with industry icons like Paul Marciano and Andrew Rosen.”

rag & bone’s Expansion Under GUESS and WHP Global

Since GUESS? and WHP Global acquired rag & bone in April 2024, the brand has prioritized category diversification. Known for its understated, craftsmanship-driven apparel, rag & bone’s entry into high-margin accessories aligns with broader industry trends favoring premium handbags (a $78B global market in 2024).

• Global Reach: rag & bone operates 27 stores across the U.S. and U.K., with products sold in over 100 countries via department stores and e-commerce.
• Financial Strategy: The licensing model minimizes capital risk while tapping into Signal’s vertically integrated supply chain, from design to retail distribution.

GUESS and WHP Global Partnership

The deal follows WHP Global’s March 2025 proposal to take GUESS private, signaling aggressive portfolio growth. WHP, which manages brands generating $7B+ in annual retail sales, views rag & bone as a key asset in its luxury segment.

Analysts note the partnership’s timing:

• Market Positioning: Targets affluent, fashion-conscious consumers seeking “quiet luxury” accessories.
• Margin Boost: According to McKinsey, handbags often yield 50–60% gross margins, compared to 40–45% for apparel.

Looking Ahead

The Spring 2025 collection will debut rag & bone’s signature minimalist designs, featuring premium materials and subtle branding. Future plans include expanding into luggage and travel accessories, further diversifying the brand’s lifestyle appeal. As GUESS and WHP Global streamline rag & bone’s growth, this partnership exemplifies how heritage brands can scale through strategic licensing.