Watch Roller Rabbit Run
Happy. It’s not a word that’s always associated with fashion. So while other brands chase street style and edgy looks, partake in the perennial obsession with the color black and succumb to the Billie Eilish school of baggy clothes, Roller Rabbit wants to corner the market on feel-good, colorful, endorphin-releasing apparel. “It’s a brand that stands for happiness,” said Andrew Seibert, who in 2017 quietly acquired Roller Rabbit with two investment partners. “Brands are moody or dour. When we took over the brand, we spoke to customers. People talked about the emotion and how happy the brand made them. “People have Roller Rabbit present at happy, intimate times of their lives,” said Seibert, referring to weddings and matching bathrobes for bridesmaids, to pajamas for newborns. That’s a big white space.” Seibert, who is chief executive officer of Roller Rabbit and founder and managing director of retail and fashion-focused private equity firm Bricker Holdings, has repositioned the brand, which is known for Indian block prints, resort wear and pajamas covered with whimsical characters, to a lifestyle offering with a strong focus on ready-to-wear. “The brand has an amazing ethos,” Seibert said. “Roberta [Freymann, founder] built a germ of a brand, which was very product-focusedFollow WWD on Twitter or become a fan on Facebook.
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