Authentic Brands, Versa Group partner as Geoffrey Beene licensee
Authentic Brands Group and Versa Group, a manufacturer of men’s apparel, announced on Friday a new partnership for Geoffrey Beene.
As part of the partnership, Versa Group will design, produce and distribute men's dress shirts for the brand. The products will be available at a wide range of department stores, specialty retailers, and online across North America.
In particular, the menswear assortment will be designed to reach new audiences with the addition of technological elements, as well as specialized performance elements such as four-way stretch, moisture wicking, wrinkle-free, recyclable and Repreve product properties.
“We are thrilled to announce our newest partnership for Geoffrey Beene,” said Scott Orenstein, vice president of heritage brands at Authentic. “Authentic’s partnership with Versa Group will build upon Geoffrey Beene’s deep heritage while offering uniquely designed products that elevate the brand’s men’s offerings.”
“We look forward to our partnership with Authentic for Geoffrey Beene,” added Marc Seruya, chief executive officer, Versa. “By utilizing our technology, we are able to introduce the brand to new audiences while bringing quality products to our loyal customers.”
In 2021, PVH signed a deal with New York-based Authentic Brands to sell its heritage brands business for $220 million, including Izod, Van Heusen, Arrow and Geoffrey Beene.
The brand development, marketing and entertainment platform owns more than 40 brands across a variety of categories. Most recently, Authentic Brands acquired Boardriders, home to two leading surf brands Quiksilver and Billabong. Its brands generate approximately $27.9 billion.
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