MRH SpaRotica Groupé has brokered a deal with Ben Sherman’s US parent company Marquee Brands to distribute the British brand to the Greater China area.
The deal incorporates mainland China, along with Macau, Taiwan and Hong Kong. It will encompass online and offline distribution, manufacturing and include the launch of a series of mono-branded Ben Sherman retail sites across the region.
The first of these is set to open in Shanghai in August 2016, with 30 more planned in the coming years. Jiangsu, Hubei, Hunan and Sichan are further locations that have been identified as targets.
This latest move by Marquee Brands follows a pattern of ambitious international expansion since it bought the Ben Sherman brand in June 2015.
Marquee Brands president Michael DeVirgilio described Ben Sherman as “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,” he added.