By Gary Symons
TLL Editor-in-Chief
Designer Debra Valencia and licensing partner Sykelannounced Valencia’s appointment as merchandise and design director.
It’s an unusual appointment, because Valencia will continue to control her own intellectual property, making this appointment a combination of licensing deal and executive hire.
In fact, the licensing agreement was negotiated by The Brand Liaison, Valencia’s exclusive licensing agency.
Sykel is a division of Benartex and part of the global Bernina organization, and works with a wide range of licensing partners.
In her new role, Valencia will oversee development of a line of licensed fabric craft products based on Sykel’s portfolio of licensed brands.
The first collection, Fan Essentials by Debra Valencia, is set to launch in mid-fall 2026 with more than 180 officially licensed college and university designs.
The initial collection includes apron kits, pillow set kits, cornhole bag kits, tote bag kits and bulletin board kits. Each kit will be printed on cotton fabric with instructions for sewing or no-sew assembly, and will be individually packaged for distribution through national chains and independent retailers across the United States.
Future product launches are expected to expand into additional licensed properties, including Crayola, Susan G. Komen, DC Comics, and U.S. military branches, along with other nationally recognized brands.
The company also plans to grow the line into seasonal collections, back-to-school items, dorm décor, home décor and additional fabric craft projects.
Ira Cohen, general manager of Sykel Enterprises, said Valencia’s background made her a strong fit for the role.
“Debra is the perfect partner for Sykel to develop a line of fabric craft kits,” Cohen said. “She is a triple threat with fabric design, graphic design, and craft book authoring.
“Her unique combination of sewing expertise, design talent, and deep knowledge of the craft market provides the ideal foundation for this comprehensive product line,” Cohen added. Fan Essentials by Debra Valencia fabric craft kits are performing exceptionally well.”
Cohen says Sykel is already seeing a boost from the appointment. “Buyers are responding enthusiastically to Debra’s tasteful designs,” he explained. “The individually packaged kits significantly expand our existing fabric assortment while creating opportunities for placement in retailers that do not traditionally carry fabric departments.”
Valencia is a designer and entrepreneur whose work spans surface design, product design, and licensing, blending what the company describes as a colorful California style with influences from world travel, artisan traditions, fashion, and popular culture.
Her licensed product lines include home décor, women’s apparel, fashion accessories, fabric and craft products, and giftware.
Sykel Enterprises is a supplier of officially licensed fabrics with more than 30 years of experience in the U.S. textile market. The company became part of Benartex and the global Bernina organization in 2025, and holds licenses for more than 180 colleges and universities, along with professional sports organizations, military branches and other consumer brands.
Sykel products are distributed through mass retailers, independent fabric and quilt shops, specialty retailers and institutional channels.
The Brand Liaison is a licensing, brand extension and brand management agency that develops programs extending intellectual property into new product categories.