Club Monaco, the premium lifestyle brand owned by Polo Ralph Lauren, has signed an exclusive deal to supply premium independent Browns, marking the label’s launch into the UK.
Club Monaco, which has 61 stores in the US, has stockists in the US and Asia but has never had a European presence.
Influential London designer indie Browns will have sole European rights to sell the womenswear and menswear ranges from February 14 until September. Club Monaco’s spring 11 womenswear will take up the whole ground floor of Browns’ Shop 24 store on South Molton Street until April, while the menswear offer will occupy the basement of Browns Men for three weeks from February 14. Both ranges will also be sold online at Brownfashion.com. Club Monaco does not have its own transactional website.
Club Monaco is expected to sign additional European stockists after September but would not be drawn on its plans or whether the tie-up with Browns heralded a broader push into the UK.
Browns said it wanted to use its exclusive deal with the lifestyle brand to help it appeal to a slightly younger customer, adding that, if successful, it would devote the ground floor of Shop 24 to Club Monaco for an extended period. Browns chief executive officer Simon Burstein said: “We will be heavily promoting it on our website, as we think it will attract a new customer.”
He added that the “reasonable” price architecture of Club Monaco presented “a real opportunity to get that lovely office girl who would love to buy something in Browns but hasn’t been over the threshold”. Retail prices range from £50 to £650.
The womenswear range is made up of lightweight chiffon dresses, casual jackets, knitwear and skirts in subtle creams and taupes with navy and black. Menswear includes workshirts, oversized sweaters and deconstructed blazers.
Ann Watson, vice-president of marketing and communications at Club Monaco, said the brand was unlike anything else in the UK at the moment on account of its fabrics, fits and affordable price points.