Fudge Signs Deal With London Collections: Men

The edgy hair-care brand has inked a long-term partnership to be the event's official hair partner.

LONDON — Fudge, the edgy hair-care brand, has inked a long-term partnership with the British Fashion Council to be the official hair partner for London Collections: Men, starting in January, the brand said Thursday.

Fudge will host The Fudge Fix, a pop-up salon and lounge, at The Hospital Club in Covent Garden, the main venue for London Collections: Men, which runs from Jan. 7 to 9.

Fudge stylists will provide cutting and styling services available to VIP guests, press, buyers and London Collections: Men committee members, offering around 100 appointments across three stations over three days.

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Fudge will also sponsor and style shows including Meadham Kirchhoff, James Long, Christopher Shannon and Richard Nicoll.

“It’s a big deal for us — a six-season deal, and we are very committed,” said Michelle Feeney, chief executive officer of PZ Cussons’ Beauty, in a telephone interview. As reported, the British consumer goods firm acquired the Australian brand Fudge in January.

“It’s our first step into sponsorship, and we really believe in the men’s side of the business,” Feeney added. “Sixty percent of our customers are male, and our products range from barbering to avant-garde. We’re glad to be part of the men’s fashion revolution, which the Brits have always led.”

Fudge creative director John Vial said: “This is the perfect partnership for Fudge. Fudge has a loyal band of male fans, and we believe our involvement in London Collections: Men and the designers is the perfect opportunity to excite this audience and reach out to new male customers.”

Feeney said Fudge will launch in the U.S. in April, and the strategy was to sell through professional channels and online. “There will be no brick-and-mortar for the moment.”

The brand was purchased through PZ Cussons Beauty, a division formed last year that comprises the St. Tropez, Sanctuary and Charles Worthington franchises.

Fudge, which PZ Cussons bought from Australian private equity firm Sabre Group, is sold mainly in salons in the U.K., Australia and New Zealand, and is best known for its line of hairstyling products, including the Hair Shaper cream.