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Eden Park fashion expanding reach, range

While it is about to expand into Indonesia, French retailer Eden Park fashion faces a challenge in Singapore – launching a womenswear range.

Former French representative rugby player Franck Mesnel and teammate Eric Blanc, who established the brand, have told a media event in Singapore they are ready to tackle womenswear.

They plan a launch at their outlet in Takashimaya department store in Ngee Ann City next year, its 30th in business. Their expansion into Indonesia will follow, and Mesnel says they are already in talks with one of the biggest malls in Jakarta.

As well as luxury clothing, Eden Park is the formal wear atelier for rugby union teams in England, France, Ireland, Italy and Wales.

Mesnel says the idea of establish a clothing line for men occurred after his appearance in the finals of the first-ever Rugby World Cup at the Eden Park sport stadium in Auckland, New Zealand, in 1987.

“We liked doing things with a sense of humour, so we wore pink bow ties during the final match,” he says. Despite the French team losing the match 9-29 to New Zealand, the bow ties attracted significant media attention.

Established in the same year as the cup match, Eden Park (the brand) has 536 sales outlets in nearly 40 countries. “We like rugby, but we don’t want to dress like rugby players. We must show you the French identity,” he says of the label.

Eden Park fashion’s colour palette revolves around muted tones of grey, beige, brown and blue, reflecting the ambiance of its Paris quarters.

Mesnel says he wants to expand the brand’s reach in Asia. Eden Park has 395 sales outlets in France, as well as in Europe. Along with the brand’s international director Thomas Cerbeland, he says there is a big demand from the Middle East market as well.

Before its Singapore launch, the brand had established five in-store counters in Taiwan, four in China and three in the Philippines.

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