Phoenix / Equinox (2001-2004)
Robert Bensoussan, former director of sales for Sonia Rykiel (1986–89), director of international sales for Escada (1990–92), CEO of Christian Lacroix (1993–97) and Gianfranco Ferré (1999-2000)[16] called Tamara Mellon in April 2001 to "convince her that he was the one who could take the business to the next level".[17]
Bensoussan contacted David Burns, the head of the consumer, leisure and retail practice of Phoenix Equity Partners to set up with them "a new investment vehicle, Equity Luxury Holdings, which would invest in other UK brands that. like Jimmy Choo, could be developed."[18]
The investment committee of Phoenix Equity considered the investment proposal on September 11, 2001. The terrorist attacks suspended the transaction. A couple of weeks later, David Burns enquired about Jimmy Choo's sales in the US and was surprised to read they were up by 30% to 40% year over year, which he compared to the tumbling share prices of the companies of the fashion industry.[19]
Phoenix revalued the business from the £50 million the Yeardyes were asking for down to £18 million. The deal was closed on November 19, 2001. A new holding company, Yearnoxe Ltd., took over the European and US operations of Jimmy Choo Ltd.
Equinox controlled 51% of Yearnoxe, Tamara and Tom split evenly the remaining 49%. Robert Bensoussan was CEO, Tamara Mellon president, Tom Yeardye chairman. Choo sold his 50% stake of Jimmy Choo Limited for £8.8 million and left the company.[20]
