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Ben Sherman repositions

Ben Sherman is repositioning its UK tailoring offer to appeal to a more upmarket customer and bring it more in line with the brand’s international positioning.

The news comes after Ben Sherman axed its previous suit supplier, Berwin & Berwin, and signed a deal for BMB Group to supply its suiting from June 09.

The move will coincide with the opening of a store on London’s Savile Row – mooted for September 2009 – and a more premium suiting range will also debut in 2009 exclusively at Ben Sherman’s Carnaby Street store.

Ben Sherman’s creative director Mark Maidment said: “It is a good time to revisit the fabrications and details of the product.
“There will be alterations in the look but we still feel the middle market is key.

“There are three fits at the moment and we will focus that down to two initially, and then possibly offer a more youthful option that will reflect the skinny look we have created with our US licensee,” added Maidment.

The bulk of Ben Sherman’s suiting will be priced to retail at about £200.

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