Farah China to launch next year
The brand will be launched in department stores, free-standing stores and specialty outlets as well as online with third-party eCommerce platforms such as Tmall. The first free-standing Farah store is planned to open early next year.
With street credibility, the Farah has creative brand ambassadors from art, music and modern culture who are empowered to become product developers, storytellers and educators inspiring millennials. The products are sold internationally through major retailers and company-owned stores, as well as online.
“This is our first agreement for Farah in greater China and represents a major step in the expansion of the brand outside of the United Kingdom and Europe,” says Perry Ellis International chairman/CEO George Feldenkreis.
MRH president/CEO Richard Kisembo says the company is confident of the impact Farah can make in China. “We believe in brands that make emotional connections with consumers, and Farah will stand out for its modern classics.”
Perry Ellis International is a designer, distributor and licensor of men’s and women’s apparel, accessories and fragrances. It owns a portfolio of brands including: Axist, Ben Hogan, Cubavera, Grand Slam, Jantzen, John Henry, Laundry by Shelli Segal, Manhattan, Original Penguin by Munsingwear, Perry Ellis, Rafaella and Savane. The company also licenses trademarks from third parties, including Jag and Nike for swimwear, and Callaway, Jack Nicklaus and PGA Tour for golf apparel.
Based in Shanghai, MRH curates and invests in brands through acquisition and licensing. It has retail stores, distributes merchandise through franchisees, and runs eCommerce websites.