Terry Bates, former UK commercial director at denim brand Replay, is to launch US streetwear brand The Great China Wall in the UK.
Bates, who left Replay last month after seven years, has inked a deal to become The Great China Wall’s UK and European distributor.
The brand is based in Los Angeles, but has a showroom in Milan, from where a handful retailers including Flannels and Harvey Nichols place orders.
The Milan office will now report to Bates, who will aim to grow the business across Europe. He is scouting for sites in Chelsea, west London, for a showroom and retail location.
Bates will begin selling from mid September and is keen to increase the brand’s distribution in top independents and department stores.
“The brand is quite celebrity-endorsed in the US,” he said. “I’m looking for a showroom and retail store by appointment for the brand.”
Bates will also launch the Diffusion line China Wall Ink and The Great China Wall denim line will launch in the UK in January. Prices for The Great China Wall will range from £40 to £300.
Replay had yet to appoint Bates’ replacement as Drapers went to press.
Bates left Replay last month by mutual consent after differences over the brand’s strategy for the future. Replay is to focus on driving its volume business through key accounts and independents.