, the upmarket e-tailer of Italian menswear, has partnered with British American House, a well-known New York-based retailer of high fashion, high quality European menswear. "British American House will allow us to use their shops as a venue for showing our products directly to the consumer," said Philip H. Pravda, CEO of "The consumer may go into a shop and see our garment's quality of fit and finish. They may buy in the boutique or do so online. There will be incentives for choosing either.