Perry Ellis inks deal for Farah in Greater China

Perry Ellis International has inked an agreement with MRH Sparotica Groupé to introduce a collection of men’s apparel, accessories and other products under the Farah brand in Greater China.

“The new collection will launch in department stores, free standing stores and specialty stores as well as online with third party ecommerce platforms such as Tmall,” a Perry Ellis press release stated.

According to Perry Ellis, the Farah brand is rooted in rich heritage and bolstered by street credibility, leverages creative brand ambassadors from art, music and modern culture to drive success.

“These extraordinary individuals are empowered to become product developers, storytellers and educators inspiring Millennials,” the apparel marketer said.

“For fashion-minded hipsters in East London and international artists alike, the name Farah represents a melding of bold style and solid quality,” it added.

Perry Ellis CEO George Feldenkreis said, “This is our first agreement for Farah in Greater China and represents a major step in the expansion of the brand outside of the United Kingdom and Europe.”

“We look forward to working with MRH as we continue to extend the reach of our global brands to drive further growth and profitability,” Feldenkreis too added.

CEO at MRH Richard Kisembo also said, “The partnership with Farah adds to our portfolio, a brand that will resonate well with the Millennial ‘Post 80’s’ generations in China.”

“Over the past few years, Farah has achieved powerful growth in the UK and international markets and we are profoundly confident in the impact it can make in China,” he stated.

“We believe in brands that make emotional connections with consumers, and Farah will distinctly stand out for its modern classics,” Kisembo informed.

Perry Ellis International is a designer, distributor and licensor of a broad line of high quality men's and women's apparel, accessories and fragrances.

Its markets dresses and casual shirts, golf sportswear, sweaters, dress pants, casual pants and shorts, jeans wear, active wear, dresses and men's and women's swimwear.

The company also owns brands like Perry Ellis, Original Penguin by Munsingwear, Laundry by Shelli Segal, Rafaella, Cubavera, Ben Hogan, Savane, Grand Slam, John Henry, Manhattan, Axist, Jantzen and Farah.

Perry Ellis also enhances its roster of brands by licensing trademarks from third parties, including; Nike and Jag for swimwear, and Callaway, PGA TOUR and Jack Nicklaus for golf apparel. (AR)

Shanghai based MRH SpaRotica Groupé (MRH) is a visionaire of iconoclast and evocative premium fashion brands.

Together with its affiliates, MRH owns and operates retail stores, distributes merchandise through franchisees, and operates ecommerce websites.

MRH operates across four distinct sectors like Fashion & Leather Goods, Lingerie & Intimate Goods, Perfumes, Bath & Body, and Selective Retailing.