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Wednesday, June 29, 2016
Ben Sherman Expanding in Greater Chinese Region
The partnership with MRH will encompass offline and online distribution, manufacturing and also launch an expansive series of mono-branded Ben Sherman® retail locations all targeted at Chinese millennial consumers. The retail rollout will begin with five doors launching before the end of 2016 and at least 30 more stores slated to open in the coming years. The first store will open by August 2016 in Shanghai, closely followed by retail stores in Jiangsu, Hubei, Hunan and Sichan.
Richard Kisembo, President & Chief Executive of MRH, said: “Ben Sherman’s 50+ years of British style and culture demonstrate the brand’s ability to stand the test of time. 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.”
“Ben Sherman is a global brand celebrated for its fashion and authentic British sensibility across every international market. 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”, said Michael DeVirgilio, President of Marquee Brands.
Together with its affiliates, MRH operates in rapidly evolving markets, driven by a multi-faceted operating model that seamlessly combines private equity, brand management, marketing, retail and franchise management. The Groupé innovates with advanced technologies that integrate a vast online to offline retail network to meet customers on their own digital terms. MRH commits to delivering each brand to every customer with unrivaled excellence in brand experience and service.
About Ben Sherman
In 1963 Ben Sherman came back from America with the idea of creating a shirt. Inspired by the style adopted by polo players of the time who used button-downs to keep the collars in place whilst riding, he set about creating his own. Taking influence from his father's work as a tailor and in applying a similar attention to detail to this sporting staple, using the finest British fabrics and handcrafting it in the UK, he created an icon. This practical yet sharp looking garment was soon adopted by a set of style leaders back home, and The Original Ben Sherman shirt was born. Over the past five decades the iconic Ben Sherman button-down shirt has been the style staple of many iconic movements in youth culture. Through the 60's Mods, the 70's Rockers, 80's Ska and the 90's Cool Britannia and Brit Pop, Ben Sherman has evolved to become a truly global lifestyle brand.
About Marquee Brands
Marquee Brands is a brand acquisition, licensing and development company. Sponsored by Neuberger Berman Private Equity, a business of Neuberger Berman, one of the world's leading employee-controlled investment managers, Marquee Brands targets high quality brands with strong consumer awareness and long-term growth potential. Marquee Brands seeks to identify brands in various consumer product segments with the goal of expanding their reach across retail channel, geography and product category while preserving the brand heritage and enhancing the ultimate consumer experience. Through its global team of professionals and partners, Marquee Brands monitors trends and markets in order to grow and manage brands in partnership with retailers, licensees and manufacturers through engaging, impactful marketing and strategic planning.
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