Sterling Group is to launch a sub-brand of its apparel label J Peterman called JP by J Peterman in Asia, focusing on young customers. 

JP by J Peterman will be introduced online in Hong Kong and mainland China before being rolled out in other Asian markets. The company said the new brand will target a younger customer base which is interested in more individuality, style and quality in their clothing options instead of fast fashion. 

“To start with, we will collaborate with some local KOLs to heighten the brand awareness through social media channels or other promotion activities,” said Dennis Y M Siu, executive director of Sterling Group. 

“With this distinctive brand philosophy and carefully thought out development plan, we are confident of capturing the hearts and minds of the customers in Asia, diversifying the revenue stream for Sterling Group and creating long-term value for shareholders.”

Founded in 1987, J Peterman is an American fashion brand that sells classic apparel and accessories in the mid to high price segment of the market primarily through catalogs and online. The brand was acquired by Sterling Group in 2019.