Beyonce Relaunching Her House of Deréon

The singer announced that she will be relaunching her House of Deréon apparel collection, Women’s Wear Daily reported. The line, which is being produced by Bahari Group Ltd., represents another stage in the evolution of Beyond Productions, the company founded by Tina and Beyoncé along with Jason and Arthur Rabin of Kids Headquarters.

House of Dereon originally was launched in May 2004 as a denim and sportswear line, which was licensed to RVC Enterprises. That collection failed at retail so they pulled it off the market and introduced  Dereon, a junior version of the brand, for holiday 2006. That line, WWD said, continues to do well in stores.

The relaunched label, will be a collection of cocktail dresses and evening gowns, designed by Tina Knowles and are based on what Beyonce has worn on stage, making them perfect for the prom.

The pieces, which will wholesale for $120 to $300, have aimed distribution at higher-end boutiques and better department stores, such as Bloomingdale’s and Nieman Marcus.

Industry sources estimate Beyond Productions will have wholesale sales of $100 million this year.