by John Russel Jones

Original Penguin, the iconic American lifestyle brand, is making its long-awaited entrance into the Spanish market with the opening of its first flagship retail store in Madrid today. The store, located at Jorge Juan 11 in the upscale Barrio Salamanca neighborhood, will offer the complete Original Penguin collection, including men’s sportswear apparel, accessories like loungewear, headwear, leather goods, underwear, and socks.

The launch marks an exciting expansion for the brand under its new Spanish license partner, Linea Magna Europa SL, an affiliate of Linea Magna, which has successfully grown Original Penguin in Mexico since 2012. The Spain distribution agreement allows Linea Magna Europa to launch the Original Penguin brand in the market, covering retail stores, e-commerce, and wholesale distribution.

“We are thrilled to introduce our Original Penguin colony to Spain,” said Oscar Feldenkreis, President and CEO of Perry Ellis International, Original Penguin’s parent company. “Drawing from our previous experience with the growth and development of Original Penguin in Mexico, we recognize similarities between the Spanish and Mexican markets while also acknowledging the unique characteristics of our customers in both regions. We have no doubt about the potential and success of introducing an iconic lifestyle brand like Original Penguin to the Spanish market.”

Feldenkreis will be honored at July’s MR Awards dinner, where he will receive the Lifetime Achievement Award.

An extensive marketing program will support the launch. In-store events and digital activations will serve as the foundation, and other social and media components will support the overall launch in the Spanish market.

In addition to the Madrid flagship location, the full Spring/Summer 2024 collection and accessory collection, along with all other Original Penguin lifestyle products, will launch across Spain through distribution at department stores, multi-brand retailers, and the brand’s new Spanish e-commerce site, originalpenguin.es.