Ben Sherman has unveiled a new strategic European plan designed to support the brand’s rapid global expansion. The British menswear brand has enjoyed strong annual sales growth of 10 percent for the last three years and the increased focus on Europe is a cornerstone element of the brand’s plans for global growth.
Key components of the strategic plan that was announced included continued investment in Pitti Uomo, one of the world’s most influential menswear trade shows, and expansion into Italy and Spain in direct response to consumer and retailer desire for the brand in these regions.
Talbot Logan, senior vice president of brand management at Ben Sherman shared, “Ben Sherman continues to bolster its global awareness and worldwide success. Its iconic style and designs find resonances the world-over and we’ve been fortunate to find a budding market and truly best in class partners in these markets.”
Following the success of the Ben Sherman “Decades” exhibition at Pitti Uomo in January of this past year, a unique retrospective reviewing five decades of Ben Sherman heritage, the brand will return to Florence in June to showcase the spring/summer 2020 collections. This will put the brand once again in front of Europe’s most important buyers and style influencers.
Ben Sherman also announced the appointment of two new distribution partners in Italy and Spain. Both partners’ local expertise in promoting global brands in their markets have made them venerable entities in their own right. As Logan noted, “The world class nature of the Ben Sherman brand deserves partners who are world class in what they do. The combination will ensure the success of the Ben Sherman brand in both Spain and Italy and will make these two regions key to the fulfillment of our global strategy.”
The expanded European retail presence will include wholesale, and e-commerce distribution for Ben Sherman in the region, along with plans to develop additional mono-branded retail stores over the next three years.