Walmart to dump iconic brand Danskin
Clean-up in aisle 5.
Walmart will dump the 135-year-old Danskin brand from its 3,960 US stores and its Web site in 15 months, the dance and athletic brand’s parent, Iconix Brand Group, said Monday.
The move made a mess of Iconix shares, sending them down 62 percent, to $1.85 — their lowest in 14 years, back when the licensing company was known as Candie’s.
Losing the $15.5 million of annual revenue Danskin generates at Walmart has forced Iconix into discussions with its lenders over its debt covenants, it said.
Iconix previously announced that Walmart is dumping its OP brand in 2019 and that Target nixed its $1 billion Mossimo brand, which won’t be sold in Target stores after January 2018.
Walmart previous axed Iconix’s Starter brand, which will now be sold exclusively on Amazon, the company said on Monday.
“We view the loss of these key relationships as a major challenge for management, which has been heightened by the loss of Danskin Now,” wrote FBR Capital Markets & Co. analyst Eric Beder in a note. Beder cut his rating of Iconix to neutral from buy, and lowered his price target to $4, from $8.50.
Danskin is still being sold by Lord & Taylor, Costco and TJMaxx, Iconix said, but a quick check by The Post found just 12 listings for Danskin products on Lord & Taylor’s Web site and none on Costco’s.
TJMaxx doesn’t allow shoppers to search by brands on its Web site.
“Improving the balance sheet … and more actively managing our brands continues to be our primary focus,” said Iconix Chief Executive John Haugh in a statement.