Ben Sherman inks deal to launch in China
British fashion label Ben Sherman is set to launch in the Far East after its parent company Marquee Brands brokered a deal with MRH SpaRotica Groupé to distribute the brand in the Greater China region.
The agreement, which will see the label sold in mainland China, Macau, Taiwan and Hong Kong, is the latest in Ben Sherman's international expansion since it was acquired by Marquee Brands in June last year.
The partnership with MRH will encompass both offline and online distribution, as well as manufacturing, and will also see the launch of a series of mono-branded Ben Sherman retail locations, all targeted at Chinese millennial consumers.
The retail roll-out will begin with five stores launching before the end of the year and at least 30 further stores slated to open over the coming years. The first location will open by August 2016 in Shanghai and will be closely followed by retail stores in Jiangsu, Hubei, Hunan and Sichuan.
"Ben Sherman is a global brand celebrated for its fashion and authentic British sensibility across every international market," says Michael DeVirgilio, president of Marquee Brands. "Today's young Chinese consumer has become more global and sophisticated with each passing year and demand for Ben Sherman is high. We are excited to launch in this important market with MRH as our partners and continue to build this iconic brand together."
Earlier this year Marquee Brands sold Ben Sherman in a pre-pack administration deal just six months after purchasing the fashion label for US$63.7m. While US private equity-backed Marquee continues to own the brand, BMB Clothing Limited, which is part of menswear wholesaler The Baird Group, runs the UK stores through a licensing agreement.
With 235 stores across the UK and Ireland, UK-based Baird Group is the largest subsidiary of Arafa Holding, Egypt's biggest textile and garment producer and exporter.
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