The British Clothing Brand That Had Withdrawn From China Will Open In Shanghai In August This Year.

Ben Sherman the famous British flag Logo

Britain, which withdrew from mainland China and Hongkong market in 2010.

The brand Ben Sherman has recently signed a distribution agreement with its parent company Marquee Brands and MRH SpaRotica Group, which will be responsible for Ben Sherman.

In the Greater China region (mainland China, Hongkong, Macao and Taiwan) production, online and offline sales, specialized shops and other businesses.

It is reported that the brand has changed its way to China.

The first store is expected to open in Shanghai in August of this year, and then MRH SpaRotica Group e plans to increase its brand store to more than thirty in the coming year, involving Hubei, Hunan, Jiangsu, Sichuan and other places.

Prior to that, the operation right of Ben Sherman in China belonged to Shanghai Lian Ya Business Co., Ltd., which belonged to Hongkong Asia Group, holding the American leisure apparel brand NAUTICA and outdoor sports brand Jack Wolfskin. However, due to poor management, Ben Sherman quietly closed stores in Beijing, Shanghai and Hongkong in 2010, and withdrew from the Chinese market.

In 2015, Oxford Industries, an American clothing company holding Ben Sherman brand, sold it to the brand management company Marquee Brands at a price of US $64 million.

In 2009, Ben Sherman, still operating in China, invited Peng Tan to wear a famous brand T-shirt and dart pattern T-shirt to participate in activities in his Beijing store.

"Ben Sherman is a brand popular for global consumers because of its British style. Today's young Chinese consumers are becoming more and more mature and have an international view, and there is a high demand for Ben Sherman." Michael DeVirgilio, the president of Marquee Brands, said when it entered the Chinese market with MRH SpaRotica Group.

Ben Sherman, founded in 1963, was once regarded as the favorite brand of London Mods (MOD) ethnic group. Its most famous products were lattice shirts and T-shirts with dart target patterns, such as The Beatles, Oasis, Paul Smith and other famous bands and designers who were the advocates of the product. In view of its historical influence and symbolism, Japanese designer Junya Watanabe also offered to cooperate with the brand in 2006.

But this time, the target customers are locked in the millennial generation of 20 to 35 years old. However, facing the bottleneck period of China's fashion retail market and the changes in brand demand of young customers, Ben Sherman wants to make a comeback.