We Are Bluestar Alliance

Founded by Joseph Gabbay and Ralph Gindi in 2006, Bluestar owns, manages, and markets a portfolio of consumer brands that span across many tiers of distribution from luxury to mass market. This portfolio consists of major department store retail brands including Brookstone, Tahari, Bebe, Kensie, Catherine Malandrino, Nanette Lepore, Joan Vass, Michael Bastian, English Laundry and Limited Too.

Each brand is uniquely positioned maintaining the brand heritage and equity, considering new categories and current tiers of distribution. Bluestar’s current network of international and domestic partners offers the opportunity to take a niche brand to a visible worldwide lifestyle brand. Since its inception, Bluestar has acquired select brands with current retail sales exceeding $3.0 billion.  The company manages a current portfolio of over 300 licensees and a growing branded retail platform of over 100 stores worldwide throughout North America, Europe, Australia, South America, Asia, United Arab Emirates, Middle East, India and Russia.

Brand Management

Bluestar Alliance’s foundation is the management, recovery, acquisition, and valuation of a brand. We determine the asset value of the brand in order to properly assess its value for either purchase or sale of the mark. Bluestar owns and manages brands with over 2 billion in retail annual sales.


Upon acquisition, our team of experts embark on a complete and thorough understanding of the brand’s potential channels of distribution and price point strategies. We create tools such as brand development profiles, trend guides, style guides and marketing strategies. These marketing materials portray graphic illustrations and a strategic marketing road map to enhance consumer brand recognition.

Asset Evaluation

Bluestar Alliance is uniquely positioned to evaluate brands, brand acquisition, sale and licensing activities. We value brands by conducting detailed field assessment and research. Due diligence is prepared onsite where we begin a reviewing process that starts with historic data/industry analysis and brand positioning. In many instances we will invest or loan against these types of assets.

Marketing Strategy

Our team of experts builds a marketing strategy after compiling significant data relating to consumer awareness, competitive landscape, and revenue potential of the IP marks. The marketing strategy is one of the main components of the brand book. Tactics in place include: Brand Marketing, Print Advertising, Digtial Marketing, Social Media Marketing & Influencer Relations, Public Relations, Trade Shows & Events.

Licensing Evaluation

Many companies today do not have the infrastructure in place to evaluate and execute a licensing strategy. As a result, there is lost revenue opportunity, less brand awareness, and product extension opportunities that a well-conceived licensing program offers. Bluestar’s DNA is building brands and consumer recognition through a licensing program that fits the client’s profile.

International Expansion

Bluestar brands have expanded their footprint to penetrate international markets. Bluestar Alliance utilizes an extensive network of international partners & distributors in Asia, South America, Central America, Middle East, Russia & Europe. Bluestar Alliance creates an international strategy that drives revenue by leveraging a domestic base base of licensees, thru existing relationships around the globe.


  • October 2018 acquired Brookstone


  • December 2017 acquired Tahari, Tahari ASL and T Tahari


  • June 2016 acquired bebe


  • January 2015 acquired Nanette Lepore
  • July 2015 acquired Limited Too


  • March divested Brian Atwood


  • September acquired Catherine Malandrino
  • October acquired Larry Levine


  • January acquired V Couture
  • January acquired Kooba
  • March acquired YakPak
  • April acquired Joan Vass
  • September divested Liz Lange
  • September divested Completely Me


  • March acquired Lion’s Crest
  • March acquired English Laundry
  • October acquired kensie Girl
  • October acquired kensie
  • October acquired Mac + Jac
  • October divested Sharper Image


  • June acquired Bell & Howell
  • November divested Chereskin


  • February acquired Hot Kiss
  • February acquired First Kiss
  • June acquired Sharper Image


  • August acquired Chereskin
  • November acquired Liz Lange
  • December acquired Completely Me


  • Bluestar Alliance Founded
  • October acquired Harvé Benard