NEW YORK — Judith Leiber, hoping to add an air of coolness and attract young male and female customers, has changed its brand name to Leiber.
The 43-year-old firm, based here, wants to be known for more than its blinding Swarovski crystal minaudières, and by the end of the year all store signs and labels will use the new moniker. The legal name of the firm remains Judith Leiber LLC, but company executives felt it was a good time for the brand name to evolve because Leiber has expanded from the crystal-studded evening bags for which it is famous.
“Leiber sounds more like a brand with a wonderful assortment of product, rather than a person’s name,” said president and chief executive officer Robert Vignola. “[The product extensions] put the brand into a lifestyle category rather than the evening bag category that it already is.”
Vignola said company founder Judith Leiber, who is retired, supports the name change.
The firm’s fall advertising campaign featuring Vanessa Getty will launch in September issues of Harper’s Bazaar and Vogue. Leiber plans to launch a fragrance next year and men’s eyewear in October. Eyewear for women was launched in 2002 and is produced by B. Robinson Optical Inc. Men’s leather accessories are also in the works.
In June, the firm introduced a fine jewelry line under license with DNW Inc., based in Los Angeles, and this spring Leiber became partners with celebrity stylist Rachel Zoe for a capsule handbag collection. The firm’s creative director, Frank Zambrelli, introduced small fur shrugs, capelets and scarves with signature Leiber crystals in 2005.