Richline has acquired spiritually oriented stackable bangle brand Chrysalis, and plans to upgrade its metal content and turn it into the backbone of a new division that will service independents.
The seven-year-old brand’s bracelets—adorned with talismans, good luck charms, and spiritual symbols—are sold in some 700 retailers across the United States. Husband-and-wife founders David and Andy Maine will still be involved in the brand, though its headquarters, currently in the United Kingdom, will be moved to New York City, says Richline marketing director Mark Hanna.
Berkshire Hathaway–owned Richline generally services major retailers but is putting together a new division to service independent customers of Chrysalis, as well as two other brands it has purchased, Honora and Dolan Bullock, Hanna says.
While Chrysalis has generally been a base metal line, Richline plans to introduce silver and gold lines, Hanna says.
“We want to upgrade from the base line without hurting the base business,” he says.