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P Diddy plans UK launch for Sean John megabrand

Sean Combs, the singer previously known as P Diddy, is to launch his lifestyle clothing brand Sean John in key European markets from early next year.

The brand, which encompasses casualwear, tailoring, footwear, accessories and fragrance, turns over $525 million (£335 million) a year and is stocked in over 800 stores across the US. It also has a flagship standalone on New York’s Fifth Avenue.

Combs was in London today with his creative team to meet key buyers and show them pieces “hand-selected” for the European market, starting with the UK, Benelux, and Germany.

He said: “I have always enjoyed travelling throughout Europe and spend much of my vacation time here. And, London truly feels like a second home to me.

“I am so excited to be here now meeting with some of the most influential business people in retail to set forth our strategy to launch the Sean John fashion brand.  Given the success of our fragrances in the UK, we know the demand for our brand exists and we look forward to making some big announcements soon.”

In May Sean John signed a deal with US department store chain Macy’s making it the exclusive stockist of Sean John men’s sportswear, online and its 400 bricks-and-mortar stores.

Jeff Tweedy, executive vice president in charge of brand development and licensing for Sean John, added: “With our strong domestic strategy and partners in place, we are looking forward to continued growth abroad. We are targeting Europe for our first big statement outside the US market.”

See Friday’s issue of Drapers for more details.

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