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Eddie Bauer gears up expansion plan in Japan

(Source: Eddie Bauer)

Following the acquisition of Eddie Bauer last year, Authentic Brands Group (ABG) is accelerating its expansion plan of the US outdoor brand in Japan in partnership with local firm Itochu.

Under the deal, Itochu will partner with Mizujin, a fashion wholesale and retail company, to design, manufacture and distribute Eddie Bauer products. They will together roll out new freestanding stores, expand shop-in-shop locations and specialty accounts, and relaunch the brand’s e-commerce early next year. 

“Our aim is to build on Eddie Bauer’s strong foundation and rich heritage to enhance its presence in the Japanese outdoor and fashion markets,” said Yoshinari Nakamura, president at Mizujin.

“Through the agreement, Itochu becomes a marquee partner for Eddie Bauer as we further the global strategy across strategic markets and engage with outdoor enthusiasts around the world,” said Jarrod Weber, group president lifestyle, and chief brand officer at ABG. 

Eddie Bauer’s outdoor and lifestyle products have been distributed in Japan for nearly 30 years. The brand is now expanding its offerings in the country with a full assortment of performance and lifestyle apparel and accessories for men, women and children. 

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