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Bankrupt and loving it: Welcome to the lucrative world of undead brands

In 2019, Barneys New York went under. But its name lives on under a new owner that specializes in buying and recharging dying brands. Spencer Platt/Getty Images hide caption

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Spencer Platt/Getty Images

Business

Bankrupt and loving it: Welcome to the lucrative world of undead brands

Remember Juicy Couture and Pier 1? They went under, but not all the way under. Someone still makes millions of dollars off these names. And the hunt for revivable brands is big business.

Bankrupt and loving it: Welcome to the lucrative world of undead brands

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