Marquee Brands takes Ben Sherman to China
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A year after acquiring Ben Sherman, Marquee Brands has signed an agreement to have the British menswear brand distributed in China, Hong Kong, Macau and Taiwan.
Its partnership with MRH SpaRotica Groupe encompasses both offline and online distribution, manufacturing and also the launch of a series of mono-branded Ben Sherman retail locations. Five shops will launch this year with at least 30 more planned. The first will be in Shanghai, opening by August, followed by 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,” says MRH president and CEO Richard Kisembo. “Our partnership with Marquee Brands is inspired by Ben Sherman’s iconoclast status among 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.”
Marquee Brands president Michael DeVirgilio says the demand for Ben Sherman is high in China where young consumers have become more global and sophisticated.
Questions & Answers
Q.Which specific regions will see Ben Sherman distributed under this new agreement?
Which specific regions will see Ben Sherman distributed under this new agreement?
The agreement with MRH SpaRotica Groupe covers the distribution of Ben Sherman across China, Hong Kong, Macau, and Taiwan. These are the geographical areas outlined for the brand's expansion.
Q.What is the expected number of new Ben Sherman shops that will open in China?
What is the expected number of new Ben Sherman shops that will open in China?
Five Ben Sherman shops are scheduled to open this year, with plans for at least 30 more locations in the future. This indicates a significant retail expansion.
Q.Which city will host the first new Ben Sherman store in China?
Which city will host the first new Ben Sherman store in China?
The first new Ben Sherman shop in China will be located in Shanghai, and it is expected to open by August. This marks the initial step in their retail strategy.
Q.What business activities will the partnership with MRH SpaRotica Groupe involve?
What business activities will the partnership with MRH SpaRotica Groupe involve?
The partnership will encompass both offline and online distribution for Ben Sherman, manufacturing of products, and the launch of mono-branded retail locations. This covers a broad range of operations.