by Brian Lipton

Ben ShermanMRH SpaRotica Groupé has announced a new deal to distribute iconic British menswear brand Ben Sherman within the Greater Chinese region, which includes mainland China, the Macau SAR, Taiwan and Hong Kong SAR. The agreement between MRH and Marquee Brands, which bought the company in 2015, is e the latest in a succession of new announcements surrounding Ben Sherman’s international expansion/

The partnership with MRH will encompass offline and online distribution and manufacturing. It will also launch an expansive series of mono-branded Ben Sherman retail locations all targeted at Chinese millennial consumers. The retail roll-out will begin with five doors launching before the end of 2016 and at least 30 more stores slated to open in the coming years. The first store will open by August 2016 in Shanghai, closely followed by retail stores in Jiangsu, Hubei, Hunan and Sichan.

“Ben Sherman’s 50+ years of British style and culture demonstrate the brand’s ability to stand the test of time,” said Richard Kisembo, president & CEO of MRH, “Our partnership with Marquee Brands is inspired by Ben Sherman’s iconoclast status amongst heritage brands. Heritage and culture continue to be a motivating factor in brands that have the ability to move generations at retail, a key factor to success in China”

Added Michael DeVirgilio, president of Marquee Brands: “Today’s young Chinese consumer has become more global and sophisticated with each passing year and demand for Ben Sherman is high. We are excited to launch in this important market with MRH as our partners and continue to build this iconic brand together.”