By  on March 2, 2010

The Iconix Brand Group Inc. said Monday that Iconix China Ltd., its joint partnership with Novel Fashion Brands Ltd., has teamed with Eve NY to develop the Badgley Mischka label throughout Greater China.

As part of the deal, the Shanghai-based Eve NY will manufacture and distribute Badgley Mischka Couture, Badgley Mischka Collection (which was formerly known as Platinum) and Mark & James contemporary sportswear, as well as the designers’ various accessories and bridal collections. Pricing will be comparable to domestic pricing.

There are also plans to open 170 freestanding Badgley Mischka stores and concept shops in Greater China within the next five years. A flagship will bow in Beijing or Shanghai in August.

During an interview Monday, Mark Badgley and James Mischka said the Asian expansion plans were not triggered by the current economic situation in the U.S. International expansion has been a priority since they first spoke with Iconix about a deal in summer 2005. Novel Fashion Brands chairman Silas Chou has also been highly supportive of Badgley Mischka’s international expansion plans, Badgley said.

Yehuda Shmidman, executive vice president of operations for the Iconix Brand Group, said consumers in China have “a real hunger” for American designers.

This deal is the fourth major partnership lined up by Iconix China in less than two years, according to Neil Cole, chairman and chief executive officer of Iconix Brand Group. London Fog, Rocawear and Rampage were the others that were already in place. Combined with the Badgley Mischka one, the company expects to roll out close to 700 stores for its various brands in Greater China over the next three years.

Eve NY designs, manufactures and markets high-end clothing and accessories under the Eve NY brand and plans to introduce other brands. The company currently has more than 200 stores in 21 provinces in China.

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