by Stephen Garner

Ben Sherman has teamed up with Brands Lab International to diversify the company’s product extensions into branded real estate developments around the globe.

Plans could roll out as early as autumn 2021 and see the British fashion brand expand into stylish properties such as furnished apartments, boutique hotel lounges, scooter-cafes, gastropubs, student lounges, and more as a natural extension to existing product categories such as luggage and hotel amenities.

“Sustainability and responsibly sourced materials will play a pivotal role in project build and décor, as will the brand’s unmistakable signature DNA,” said Talbot Logan, SVP of brand management at Ben Sherman. “The notion of turning traditional commercial enterprise on its head to create a broader sphere of environments for our audience feels like a natural progression. As a brand that has close ties with youth culture for decades, where they live, socialize, dine, watch a movie, or a live gig, it is equally as significant as where they choose to shop. Our vision is to translate the shared rite of passage into socially-distanced eclectic spaces where our audience can feel at home in any city around the world as we come out of the pandemic, whether it be a Ben Sherman pub or barbershop lounge. They’ll enjoy an aesthetic and ambiance steeped in the brand’s heritage, with a modernized twist.”

“We foresee great projects in the near future with Ben Sherman, targeting the loyal audience that identifies with the young, vibrant British style the brand is known for,” added commented Florian Haffa, founder and CEO of Brands Lab International. “Ben Sherman’s efforts in regard to sustainability and the clear DNA they can transmit into real estate projects make the brand a great addition.”