Sarah Rutson joins Equipment brand owner as it rebrands, seeks acquisitions

By

Sandra Halliday

Published
Aug 29, 2017

Big news at Dutch LLC, except the company isn't Dutch LLC any more. It has rebrands itself as The Collected Group and, crucially, Sarah Rutson, the former Lane Crawford Fashion Director and Net-a-Porter VP of Global Buying has joined as Chief Brand Officer as it works to reinvent itself.

The company that owns the Joie, Equipment and Current/Elliott brands has an ambitious strategy that includes building its existing brands and looking out for suitable labels to buy, both new and established.

Rutson will work closely with the company’s management to oversee the rebrand and to help guide its expansion.

In her previous two roles she has built a global reputation as someone who can identify and build brands in the premium and luxury sectors for both established and emerging companies. In her new role, her job will be to apply these skills to evolve the firm’s existing labels and to identify potential acquisition targets, as well as working with new and existing international partners to strength its portfolio and build the business globally.

CEO James Miller called it a “defining moment for our organisation” and said that Rutson’s “visionary talent as both a global businesswoman and an astute creative is undeniable. The spirit Sarah brings to the organisation will lead the team forward by championing uniqueness and innovation to shape the future of the company.”

He also said that from now, The Collected Group will continue to focus on the growth and expansion of its Joie, Equipment and Current/Elliott labels, while also developing a “broader offering in the designer, beauty and lifestyle brand categories” via strategic investments in established and up-and-coming labels.

“Ultimately, the goal is for the group to be the market-leader in providing
exceptional, highly relevant products for today’s ever-more-demanding global consumers,” he said.

James Hart of TA Associates, the private equity firm that controls the company, added: “[Rutson’s] track record in the luxury and fashion world places her in a small category of global trend leaders and her expertise will be invaluable to the company. In addition to her clear track record in the world of fashion, she has also proven to be an exceptional leader and business builder.”