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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