Menswear label Pretty Green has announced plans to expand its wholesale and retail business into the US.
The brand has signed a joint venture agreement with brand-building agency Empire & Branch to start wholesaling in the US and will also look to open its own stores in time.
The brand will target both US-based department stores and independent retailers and has set up its debut showroom, located on 530 7th Avenue in New York, to sell the autumn 15 collection.
The showroom will run for at least two collections across all product lines including Green Label, Black Label, footwear and accessories.
A second showroom has already been identified in Los Angeles to serve the US west coast and Mexico, due to open later this year.
Pretty Green already sells to the US through its website, but has no physical presence in the market.
Empire and Branch will support Pretty Green across its branding, marketing, PR, wholesale, retail, ecommerce, and warehousing and logistics solutions in the US.
Richard Ralph, Pretty Green chief executive, said: “We are delighted to announce our expansion plans into the US market. Partnering with Empire & Branch is the ideal way for us to maintain our strong brand identity while minimising the risks associated with entering the US, one of the largest and most complex retail markets in the world.”
Deepak Gayadin, Empire & Branch partner, added: “Pretty Green is a brand with a strong British rock’n’roll heritage and we are delighted to be introducing it to the US market. We have secured two locations on the east and west coast of the US, where we believe there is a fit for a brand like Pretty Green.”
Pretty Green operates 15 stores in the UK including London, Manchester, Glasgow and Brighton, five stores in Japan, an online store and more than 100 wholesale accounts. Six concessions are due to open in House of Fraser this spring.