Rugged Bear brand of kids clothing revived

  The Rugged Bear children’s clothing brand will be resurrected this July.TRB Acquisitions, which bought the brand rights last April after the Norwood-based retailer filed for bankruptcy and liquidated its 30 stores, is planning a relaunch through national retailers.

The Manhattan private-equity firm’s re-introduction of Rugged Bear will start with a fall collection that’s 70 percent focused on boys’ clothing up to size 18. TRB has signed five licensees to produce clothing, footwear and backpacks, which will have a collegiate, preppy look updated with trendier stylings such as top stitching, and elbow and knee patches.

Retailers confirmed to carry the line so far are Lord & Taylor, Peebles and Von Maur, spokeswoman Chelsea Kunkel said.

The 32-year-old Rugged Bear, which was started by the co-founder of Eastern Mountain Sports in 1980, had been owned byBostonbrokerage Detwiler Fenton Group when it filed for bankruptcy last January.

“We thought it had a lot of potential to be a national brand,” Kunkel said. “We want to sort of pick up where they left off, but we want to increase the brand awareness. We’re going to use more of the logo on the clothing and make sure it’s clearly branded so people know when they see it on a child, versus having to look on the tag.”

TRB estimatesRugged Bearwill generate $50 million-plus in sales this year.

-—dgoodison@bostonherald.com