Ben Sherman’s new strategy to focus on expanding EU presence

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Ben Sherman
// Ben Sherman launches new strategic focus to expand its presence in mainland Europe
// It has continued to invest in Italian trade show Pitti Uomo following the success of its Decades exhibition

Ben Sherman has announced a new strategic focus to expand its presence globally, which places Europe at the centre, in response to growing demand in Italy and Spain.

The British menswear retailer has continued to invest in the menswear trade show Pitti Uomo following the success of its Decades exhibition in January, as well as revealing two new unknown distribution partnerships which has helped it expand in Italy and Spain.

Ben Sherman said the distributors’ local expertise in promoting global brands in their markets have made them “venerable entities in their own right”.

Meanwhile, the expanded European retail presence will include wholesale, and online distribution, along introducing standalone stores over the next three years.

The retailer is due to return to Pitti Uomo in June to showcase its Spring Summer 2020 collections which will help build its brand awareness in Italy.

“Ben Sherman continues to bolster its global awareness and worldwide success,” Ben Sherman senior vice president of brand management Talbot Logan said.

“Its iconic style and designs find resonances the world over and we’ve been fortunate to find a budding market and truly best in class partners in these markets.”

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