- Vivian Hendriksz |
London - British menswear brand Ben Sherman has signed a deal with MRH SpaRotica Groupé to begin distributing the label within the Greater China region, including mainland China, Taiwan and Hong Kong , as the brand continues to expand into new markets.
Parent company Marquee Brands, which acquired the menswear brand last June, has penned an agreement with MRH as part of its ongoing international expansion scheme for the brand. The new partnership between the two companies will see MRH oversee both the online and offline distribution of the brand in the region, as well as its manufacturing. The agreement will also see MRH open a series a mono-branded Ben Sherman stores targeted at Chinese millennial consumers.
"Ben Sherman is a global brand celebrated for its fashion and authentic British sensibility across every international market," said Michael DeVirgilio, President of Marquee Brands in a statement. "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."
The retail roll out of Ben Sherman in China will start with the opening of five locations by the end of 2016, with an additional 30 stores slated to open over the next coming years. The first store is set to bow in Shanghai, China in August, and will closely be followed by stores in Jiangsu, Hubei, Hunan and Sichuan.
"Ben Sherman’s 50 plus years of British style and culture demonstrate the brand’s ability to stand the test of time," said Richard Kisembo, President & Chief Executive of MRH. "Our partnership with Marquee Brands is inspired by Ben Sherman’s iconoclast status amongst heritage brands. Heritage and culture continue to be a motivating factor in brands that have the ability to move generations at retail, a key factor to success in China. "
" We are keenly focused on shaping the landscape of fashion brands in Greater China and we are thrilled that Marquee Brands shares a unified vision of the inherent opportunity for Ben Sherman in this market."
Photos: Ben Sherman SS16 and MRH