MARQUEE BRANDS PARTNERS WITH FOSUN FOR CHINA LAUNCH

Ben Sherman
by Stephen Garner May 31, 2019

Marquee Brands has inked a significant deal with Fosun Fashion Brand Management (FFBM) a subsidiary of Fosun Fashion Group (FFG), a strategic fashion unit of China giant Fosun International as it looks east to expand growth.

The partnership struck between Marquee Brands and FFBM is a multi-brand deal which will benefit all parties as they build their portfolio securing licensing and retail opportunities throughout China. Initially, the agreement covers a select group of Marquee Brand’s portfolio including Ben Sherman, Bruno Magli, Dakine, BCBGMAXAZRIA and BCBGeneration; however, the arrangement allows for calculated long-term goals and solid future growth partnerships within Asia on relevant brands within the region.

“As the global landscape of retailing changes there is little doubt that it changes faster in China than any other market,” said Michael DeVirgilio, president of Marquee Brands. “We made the strategic decision to partner with a strong organization with local operational expertise as the best approach to introduce our brands to this very dynamic market. Having personally known James Chen for over 20 years and seen his ability to launch, support and grow global brands in China, Fosun Fashion Brand Management was the obvious choice for us.”

DAKINE

Both companies have established themselves as global leaders in brand management and acquisitions. Fosun Fashion Group’s portfolio includes luxury fashion house Lanvin, Wolford, St John Knits, and Caruso. Since 2014,

U.S. based, Marquee Brands has established itself as a world leader in brand management and most recently acquired Martha Stewart, and Emeril Lagasse, creating a new home and food sector within its growing portfolio.

“As the Chinese operating platform of Fosun Fashion Group, FFBM is pleased to bring Marquee Brands into China, combining leading international brands with Chinese market competencies and Fosun Group resources,” added James Chen, CEO of FFBM. “The partnership is the first step for further strategic cooperation in the near future. Marquee Brands has a portfolio of global brands each with a great heritage, the company led by Michael DeVirgilio whose capabilities are proven and backed by Neuberger Berman, supported by FFBM’s Chinese market competencies are powerful components to ensure strong success in a competitive market.”