US: Van Heusen sportswear to launch in Mexico
Phillips-Van Heusen Corporation is taking its Van Heusen sportswear and accessories lines to Mexico in a new deal that will see branded retail stores open across the country.
The company revealed yesterday (16 July) that it has signed a licensing pact with Eurostyle de Mexico and Ben Betesh International, which trades as Euro CVH, to make, market and sell the full Van Heusen sportswear and accessories range in the country.
Under the terms of the agreement, Euro CVH will manufacture woven and knit shirts, knitwear, pants, jeans, jackets, hats, caps, socks, shoes, swimwear, T-shirts, underwear, neckwear, khakis, scarves, handkerchiefs and luggage under the Van Heusen brand.
In addition to distribution in Sears Mexico and other department and specialty stores, Euro CVH will open seven Van Heusen retail stores in Mexico by 2012.
The licensee will also help set up shop-in-shops in Mexican retail stores.
It has also agreed to market products under the Editions by Van Heusen label, unique to the Mexican market, and the Studio by Van Heusen brand.
Van Heusen, which dates back to the early 1900s, has had a presence in the Mexican market for more than six decades.
Allen Sirkin, president and chief operating officer of Phillips-Van Heusen, says the latest deal is "an important step in projecting a singular image for our namesake brand."
It also expands the company's partnership with Euro CVH, which has been the Mexican distributor for dress shirts under PVH's owned Van Heusen and Calvin Klein brands and its licensed Geoffrey Beene brand since 2006.
The current distribution arrangement also includes dress shirts under the Chaps brand, for which PVH holds rights as licensee from PRL USA Inc and The Polo Lauren Company, and, beginning in autumn 2008, will include PVH's Arrow dress shirts as well.
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