Yummie Re-brands

Yummie Tummie by Heather Thomson no longer exists. The brand is now simply called Yummie. And Thomson, a former cast member on Bravo’s “Real Housewives of New York” series who founded the company in 2008, is no longer associated with the business.
Instead, Eric Rothfeld, who funded the company and is the current chief executive officer, is handling the day-to-day business. Thomson filed a suit in 2015 to remove Rothfeld from the business, who has a 49 percent stake in the brand. According to Rothfeld, the litigation is ongoing.
“When the company focused on the personality, there was much less focus on the product,” said Rothfeld. “There hadn’t been any rebranding for more than five years and we thought things were looking tired and old. We needed to build a new platform for ourselves.”
Rothfeld is tweaking Yummie’s positioning in the market. He’s removed “Tummie” from the brand name to better reflect its offering, which isn’t always midsection related, and created a new tagline called “Yummie to the Core.” The brand is also getting back to its roots as a shapewear line for everyday use — the company started with a three-panel tank and expanded over the years to include activewear, loungewear and

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