The fashion executive, Josephine Chaus, who was co-founder of Bernard Chaus Inc., was found dead at her home in Manhattan. She was only 64 years old. She was a remarkable woman who not only laid the foundation of the company but also saved it from collapsing. The cause of death is supposed to be cancer, according to her son, the current chief executive of Chaus.
Born with the maiden name Josephine Augello on August 25, 1951 in Brooklyn, she was the daughter of Sam, who worked as a shipbuilder at the Navy Yard. She was raised in Searingtown and spent a year at the University of Miami. Due to some financial problems, she had to leave before receiving a degree.
An enthralling journey of revival and comeback
Josephine was known for her dedicated interest in fashion. She initially worked as a buyer for a store in a New Jersey company where she met Bernard Chaus, her husband. The couple decided to open their own business as partners and launch their own clothing brand, which was not only stylish but also affordable and offered moderately priced office attire for professional women. Three years after launching the company, the couple decided to get hitched. Their personal and professional association was strong, and the company went public in 1986 after expanding their business into sportswear.
Every company suffers some serious ups and downs in the course of its journey. Bernard Chaus Inc. was no different. The company suffered from some major upheavals in its fortune. The main reason behind the fluctuation was the rise of Liz Claiborne. It posed some tough rivalry and competition for space in working women’s wardrobes. Also, Bernard Chaus Inc. suffered from the loss of their crucial account with Macy’s. This lead to a reduction in Chaus’s sales and turned its thin profit to a loss. In 1991, when Bernard Chaus died, all Josephine had was a company that needed an overhaul and was full of debt up to the brim.
“I think everyone thought I would stay home and grieve and the company would continue to decline. But along with the mourning process, I had to go through a fast growing process as well.” Mrs. Chaus told the media 1993.
Josephine Chaus was a true leader
She developed new strategies to make the brand work. She took some quick actions including lowering the brand’s prices, consolidating its manufacturing effectively, tightening its shipping logistics, and expanding its retail presence. These actions started showing results gradually and helped in bringing Chaus back from the brink.
The recovery left industry veterans in shock and awe. Mrs. Josephine Chaus was smart enough to recruit outside executives who helped in rebuilding the brand, but she was determined to remain the company’s chief executive.
“People told her to sell it and be done with it, but she wanted to hold it with the hope that her family would be able to come into it. She was a contrarian. She did things her whole life that made people roll their eyes, but at the end of the day, she was right,” said her son, Ariel Chaus.
Chaus currently has 200 employees. The wholesale revenue of the company is around $300 million a year. Josephine dedicated her life to the company. She was glad that she lived to see the company become successful, and she left a celebrated legacy behind.
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