Ben Sherman sets sights on Italy, Spain in European expansion push

By

Barbara Santamaria

Published
Apr 25, 2019

Ben Sherman has unveiled a new strategic plan that puts Europe at the centre of its global expansion strategy.

The new strategic focus involves continued investment in menswear trade show Pitti Uomo following the success of its Decades exhibition in January, as well as expansion into Italy and Spain via two new distribution partnerships.

The British menswear brand, known for its brightly coloured button-down shirts and mod styling, did not specify who its two new distributors are, but said their local expertise in promoting global brands in their markets have made them “venerable entities in their own right”.

The expanded European retail presence will include wholesale, and ecommerce distribution for Ben Sherman in the region, along with plans to develop additional standalone stores over the next three years, the company said.

To further build brand awareness in Italy, the label is set to return to Pitti Uomo in June to showcase its Spring Summer 2020 collections. This will put it once again in front of Europe’s most important buyers and style influencers following a successful appearance at the same show in January.

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

Owned by Marquee Brands since 2015, Ben Sherman has seen sales grow by 10% for the last three years.

The European expansion responds to growing consumer and retailer demand for the brand in Italy and Spain.

“These two regions will be key to the fulfillment of our global strategy,” Logan said.