China Outfitters to launch new brand

Menswear retailer China Outfitters has bought the rights to the Marina Yachting brand in a move it believes will help it boost its Mainland China market penetration.

The Hong Kong-based company has entered into a 50:50 joint venture with Spring, a Luxembourg-based brand owning and management company, to develop the market for Marina Yachting branded products in the PRC, Hong Kong, Macau and Taiwan. Spring owns the intellectual property of the Marina Yachting and Henry Cotton’s brands worldwide.

China Outfitters positions itself in China’s middle-to-high end men’s casual wear market, offering smart casual and outdoor casual wear under a multi-brand strategy. Its current brand portfolio includes Barbour, Jeep, London Fog, Manhattan, MCS, Henry Cotton’s, Santa Barbara Polo & Racquet Club and Zoo York..

Founded in Genoa, Italy in 1878, Marina Yachting is an international casual wear brand representing sporty elegance and classic style.

“Adding Marina Yachting to the company’s portfolio of brands augments and complements the company’s multi-brand strategy and direct control business model,” said China Outfitters in a statement.

“Going forward, the parties to this transaction will pursue a strategic partnership in designing, manufacturing and distributing Marina Yachting products. The board expects this transaction and partnership will bring benefits to the company in retail economies of scale and leverage effectively its product development and supply chain capabilities.”

The partnership will integrate international operational concepts and philosophies with the company’s existing business strategy and operations in China.

“The transaction is expected to enhance the company’s competitive advantage in the men’s casual wear space in China.”

China Outfitters will launch Marina Yachting in China in Spring/Summer 2016 and plans to open more than 200 retail points by 2020.

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