Brax partners with throat threads to launch u.s. sales

by Stephen Garner
Brax
Inside the Brax showroom

Canadian marketing, sales and distribution company Throat Threads Apparel has partnered with German luxury men’s and women’s sportswear brand Brax to assist in the brand’s expansion in the U.S. market. The brand plans to make its official U.S. launch for the spring 2017 season.

“With 128 years in the business, we are very excited to showcase our brand to the U.S. market and believe the combined logistical, marketing and distribution expertise of Throat Threads and Brax provides the perfect infrastructure,” said Nils Schrahe, international sales director of Brax.

Brax specializes in producing premium trousers with superior quality and craftsmanship, using exclusive materials and finishes to create an easy-to-wear collection. As a testament to its success, Brax is recognized as one of the top-selling brands in the European market. Brax and Throat Threads Apparel believe there is a significant opportunity in the U.S. market for men’s and women’s sophisticated-casual trousers.

“We are thrilled to launch Brax into the U.S.,” said Russ Fearon, CEO of Throat Threads Apparel. “Positioned between sophistication and leisure, Brax has exceeded consumer expectations through its comfort and performance.”

Brax
Inside the Brax showroom

Philippe Binda, president of Throat Threads Apparel, added, “We are excited to partner with Europe’s largest trouser manufacturer and further position the brand’s global presence by entering the U.S. market.”

To assist in the expansion, Dino Di Girolamo has been appointed vice president of men’s sales and will oversee the expansion and strategy of Brax within the U.S. market.

Brax will be showcased at Project NYC, Dallas Buyers’ Market, Chicago Collective, Southern Apparel Market and Project Las Vegas.