In early 1982, Joop presented his first prêt-à-porter women's collection, followed by his first men's collection in 1985. Two years later, with the launch of his first perfume collection, he made his name a trademark, with capital letters to symbolise energy along with an exclamation mark. Clothes, shoes, jewelry, eyeglasses, and perfume were immediately available under this brand. The "JOOP!" label became available for licensing, and Joop's company no longer produced any of its own goods for sale. Since 1997, Joop's products have been sold through JOOP! GmbH with the exception of Parfum JOOP!, which was sold to Coty/Lancaster in 1991 followed by licensee contracts. In 1998, Joop sold 95% of his JOOP! shares to Wünsche AG for 150 million Deutsche Mark, but remained the brand's creative director. In 2001, he sold the remaining 5% and left the company.