Menswear brand Farrell is set to launch in two David James stores in Australia this week.
The label devised by Robbie Williams and creative director Ben Dickens will open concessions in the Sydney and Melbourne branches of luxury department store David Jones on Wednesday.
David Empson, managing director of Farrell, said he thinks Farrell will do “really well” in Australia, and Australian men will like the “British aspirational handwriting and tongue-in-cheek sartorialism surrounding the collection”.
Deborah Foreman, David Jones general manager for menswear, also said the “quintessentially British” feel of the spring 13 collection will be popular with Australian shoppers. She added: “It will appeal to the fashion aware Australian male who appreciates quality and clean tailored lines without overt embellishment, branding and fuss.”
Suzie Empson, commercial director at Farrell, said the expansion may be “rolled out” across David James stores in Australia if the initial launch “goes well”.