Casualwear brand Bench is to return to Pitti Uomo this month, after having hired new agents and distributors to revamp the brand.
Bench will showcase its latest brand direction under new owner Emeram Capital Partners, which acquired parent company Americana International in February. The brand had previously undertaken a strategic review culminating in a revamp for autumn 14, which was debuted at Bread & Butter Berlin (BBB) last January.
Bench has not shown at Pitti since its spring and summer 2012 collection. It also missed last summer’s BBB.
Head of marketing, Emily Frazer, said: “Pitti is still very popular and relevant for Bench, not only to reinforce our presence in menswear distribution channels, but also it is an incredible opportunity to meet customers.”
Bench has appointed Italian distributor Brekka and Italian PR agency Probeat to build its presence in the country.