Arrow entrusts its shirts in Europe (excluding France) to Seidensticker
today Aug 6, 2012
Arrow wants to shift to high gear in Europe. The brand, belonging to PVH (Tommy Hilfiger, Calvin Klein...), has announced that it has entrusted the German group Seidensticker with a license to make its men’s shirts beginning in Spring-Summer 2013. The agreement was made between the subsidiary of the American giant, Cluett, Peabody & Co., Inc, and Seidensticker Private Label. The German company, which specializes in men’s shirts, will therefore be responsible for the design, production and distribution throughout all of Europe, except for France. The initial contractual period is 5 years. In France, Ecce will remain its partner for men’s clothing as well as women’s and children’s. “We have a licensing agreement that runs until 2020 and covers France and, non-exclusively, also Switzerland and Andorra,” said Jean-Damien Waquet, managing director of Ecce.
Arrow is initially looking to develop its presence in Germany, whose 82 million inhabitants make it the European leader. The brand has already attempted a comeback in January of 2011 through Pitti Uomo and Bread&Butter, managing it internally, but without much success. Previously, the brand, which dates back to the mid-19th century, had partnered in Europe with the Dutch group Secon.
But Seidensticker is a major player in the shirt business. The company, still owned by the eponymous family, makes about 200 million euros in revenue of which 40% comes from abroad. Aside from its own brands (Seidensticker, Schwarze Rose, Jacques Britt, Dornbusch, Lorenzo Calvino and Redford), the manufacturer holds the master license for Camel Active as well as shirt licenses for Joop!, Strellson, Baldessarini and Michalsky. It claims to sell 16 million pieces per year.
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