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Berwin & Berwin joins fray to buy Bäumler name

Menswear supplier Berwin & Berwin has waded into a bidding war for the Bäumler name, after the German menswear brand ceased trading after filing for insolvency earlier this month.

Berwin & Berwin has joined rival menswear specialist Baird Group in making a play for the brand name.

Bäumler’s UK agent Jason Gerrard is also believed to be in discussions regarding the acquisition of the brand name.

It is thought that Berwin & Berwin boss Simon Berwin, who is part of a consortium which has a 28% stake in menswear retailer Moss Bros, wants to buy the brand to get a foothold in the European market. Moss Bros itself, which stocks Bäumler, is not thought to be interested in making a bid for the brand.

Bäumler, which has 100 stockists in the UK and turnover of about ¤90m (£80m), filed for insolvency in September and then ceased trading after it failed to achieve sufficient financing to produce and deliver its spring 10 collection.

Speculation that the brand name is garnering interest from significant players in the industry will comfort Bäumler’s UK stockists.

“I can’t believe that brand will be allowed to disappear from the high street,” said Simon Broadley, owner of Broadleys in East Grinstead, West Sussex, which stocks the likes of Gant and Tommy Hilfiger.

Readers' comments (1)

  • its the first of many big names to fold in menswear,which as been hit the most in this recession.
    men have stopped buying-simple fact of life

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