The parent company of Ben Sherman has recruited a new licence partner for the menswear brand as it looks to bolster its growth.
Marquee Brands has partnered with BSI Apparel as core licensee and operating partner, with increased investment underpinning the new deal.
BSI Apparel, a subsidiary of Crew Clothing owner Broadgate1960, will produce and distribute men’s apparel and tailored clothing to the retailer’s global distributors.
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It will also prioritise full-price retail expansion in brick-and mortar stores across the UK as well as grow its wholesale business.
The announcement comes as Ben Sherman celebrates its 60th anniversary with the upcoming release of two limited edition collections from indie-rock band The Sherlocks and Harry Styles’ Love on Tour musical director Pauli Lovejoy.
Marquee Brands vice president of fashion and lifestyle Tim Reid said: “As a top tier partner, [BSI Apparel] will continue to uphold the brand vision and high standards while investing in strengthening our UK retail footprint and operations, maximizing our ecommerce channel, and building on key wholesale business opportunities.
“As we head into 2024, we envision a bright future and are poised to see increased positive global reaction in response to the agreement with BSI Apparel Ltd”.
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2 Comments. Leave new
I have never understood why Brighton doesn’t have a Ben Sherman store. It seems absolutely bizarre that when started by Arthur Ben Sugarman, born in Brighton, with the original factory in Brighton, and (I think) the first ever retail outlet selling the shirts in Duke St, successive owners haven’t seen the obvious value of sticking a bloody great showroom / store / museum in the city. It needn’t really even make much money if the tight space is chosen and it’s done well, but it would add significant brand value, not least in a city with huge numbers of international students and language schools who may consider it a more premium brand than Joe Bloggs who used to by his Ben Sherman shirts in Debenhams. Always seemed like such a mis opportunity to me when the brand trades off its heritage so much.
That sounds like a great idea, I am not sure what the Ben Sherman value proposition is and didn’t really know its heritage, unlike a Fred Perry, which I would think is in the same target audience. I did look up your facts and was intrigued, it would also seem a premium line of “classic” styles from the past would sell well in such an environment and the shop/museum could become a “destination”