David Hasselhoff’s Malibu Dave, Mandy Moore’s Mblem, Heidi Montag’s Heidiwood … the list of defunct fashion labels of the rich and (somewhat) famous is endless. And yet Jessica Simpson’s fashion collection has not only survived, it’s thrived, growing over the past decade into a true lifestyle empire, according to a recent Bloomberg article. Who would have thunk it?

Today, Simpson’s growing brand offers 31 product categories, including footwear, apparel, fragrance, fashion accessories, maternity apparel, girls clothing and a home line, and has strong distribution contracts with leading department stores such as Dillard’s, Macy’s, Belk, Lord & Taylor, and Nordstrom, among other independent retailers. Annual retail sales for the brand are approximately $1 billion.

So, how did Simpson accomplish such a feat? According to the Bloomberg article, she just knows what women want. Her designs appeal to all kinds of women — a teen searching the mall for a cool denim jacket, a plus-size girl looking for a going-out dress, a grandmother who wants to dazzle in a chic top, etc.

“I’ve been every size on the planet, and I understand … I feel like I understand women,” Simpson said at Forbes’ annual Power Women’s Summit last year. “I know there’s all different kinds, you know. There’s life and a whole entire world beyond L.A. and New York. And I do understand Middle America, and their mind-set.”

Simpson’s brand figures to continue to grow, particularly now that licensing company Sequential Brands announced last week that it’s acquiring a majority stake in it for an undisclosed sum. Formerly, Simpson’s company was under the purview of Vince Camuto, the late founder of Camuto Group, who bought rights to the brand in 2005.

The new owner has even bigger plans for Simpson’s brand. According to a report from Women’s Wear Daily, Sequential is set on growth, seeking to create a $2 billion to $3 billion in business under the Jessica Simpson banner. Simpson will continue to own equity in her company and stay involved in the design process.

“I’m extremely honored to partner with Sequential Brands Group to continue the growth and integrity of the Jessica Simpson Collection,” said Simpson, in a Sequential Brands Group press release. “Working together with the powerful management team at Sequential and with all of our trusted retailers and licensees, including Camuto Group, there’s no limit to our success. I’m as committed as I was 10 years ago. Here’s to the next billion.”