P448 ANNOUNCES ITS INTERNATIONAL EXPANSION WITH NEW DIVISION P448 EUROPA A JOINT VENTURE PARTNERSHIP WITH THE CAMP BRANDS
P448 has announced a joint venture partnership with The Camp Brands to expand and grow P448’s European wholesale distribution and open stores in Europe. The Camp Brands will also manufacture and market P448 branded apparel globally.This new division, labeled P448 Europa, will be managed by newly appointed Managing Director Javier Carrera, who as co-founder and managing partner of The Camp Brands has experience marketing sportwear and fashion brands from his roles at Quiksilver and Nike.
As part of the brand’s international European growth strategy, P448 Europa will be responsible for retail and wholesale distribution, brand management, licensing, and distribution, as well as consulting, development, and expansion strategies.
In the past year, P448 has experienced 55% sales growth within its European ecommerce site. Capitalizing on this momentum, P448 will open retail stores in key European cities over the next 10 years, attracting a new customer base within existing European markets as well as pioneering a strong presence in Sweden, Poland, and Denmark.
“With Javier and the team, I have found the perfect international expansion partners for P448,” said Wayne Kulkin, Executive Chairman of Street Trend LLC. “It is an immensely proud and exciting time for the brand as it all started in Europe. So, to be able at this time in our story to build out and expand throughout Europe providing easier access to our latest offerings with new retail stores, first rate servicing and more wholesale channels is a giant tipping point for the company.”
While the new apparel collection will officially debut Fall 2025, a soft small capsule will launch in September 2024 to entice customers.
P448 challenges itself to look at sustainability in a different way by putting in the work, time and money to source new ideas to achieve the best future environmental results. The apparel collection is designed with eco-friendly materials stamped with environmental certifications. Adopting the same approach of the brand’s footwear position as functional yet high-quality product offered at an obtainable price point, the apparel collection follows suit with its accessibly priced streetwear offerings made in Europe available at both retail and wholesale channels.
“Joining the P448 family feels like we’re coming in the most exciting time to this brand becoming a global top competitive lifestyle brand”, said Carrera. “Taking the core values of its brand philosophy as a truly designed and made in Italy footwear brand, mixed with its activism on sustainable driven product initiatives, The Camp Brands and I are thrilled to enlarge the brand’s footprint and exposure with not only a full apparel collection, but also contribute to its growth within the retail and wholesale arenas.”
StreetTrend LLC, which owns P448, was formed in 2017 as JV partnership with Wayne Kulkin and Jeffrey Hecktman, CEO of the international investment and financial services company Hilco Global, a firm with holdings in several retail and fashion brands. Mark Wahlberg is also a strategic investor in the Company having taken a significant minority stake in the business. Recently, John Hansen, an experienced investor in the consumer space, has joined the Company as not only an investor but its Chairman of the Board. The new P448 Europa division will be administrated by a board of directors made up of Wayne Kulkin, John Hansen, Lori Sigismondo, Javier Carrera and Diego Carrera.
“This new strategic partnership with The Camp Brands is an exciting next phase of our continued expansion of the P448 brand throughout Europe in both footwear and apparel in retail and wholesale channels. With Javier Carrera joining the team as the Managing Director for P448 Europa we gain an impressive business partner with extensive retail and consumer brand experience across the European continent having worked on global brands like Hurley, NIKE, Quicksilver, Pepe Jeans and more,” said Hilco Global CEO Jeffrey B. Hecktman.
