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ELLEN TRACY’S STATUS: Is Ellen Tracy exiting the bridge business? Rumors have been circulating in the market that there are plans for Ellen Tracy to depart the bridge floor and become a better-price line. Brand Matter LLC has sold the operational part of the Ellen Tracy business to RVC Enterprises and licensed RVC for use of the brand for women’s sportswear in both the better and bridge categories.
“Nothing has been decided yet. Things are still very much up in the air,” said Mark Mendelson, president of Ellen Tracy. He noted that Brand Matter has a board meeting scheduled today to discuss the line’s direction.
Although it’s had its ups and downs over the years, Ellen Tracy has been a mainstay in the bridge departments. The collection has made significant strides in the last year under Mendelson, competing with such vendors as Lafayette 148, Eileen Fisher, Elie Tahari, Tory Burch and Magaschoni. Should Ellen Tracy exit that department, there would be a void on the bridge selling floor at stores such as Saks Fifth Avenue, Nordstrom and Bloomingdale’s. Officials at these stores were unavailable to comment on Ellen Tracy’s status.