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St. John to Make European Debut

Deal with London-based company calls for expansion in UK, Russia and Middle East.

LONDON – St. John is expanding into Europe with a new management and distribution deal, starting with a shop-in-shop at Harrods that will open next month.

The American brand has signed an agreement with the London-based Brand Studio Limited to build the St. John name in the UK, the Middle East, and Russia on a wholesale and retail level.

Brand Studio is a new, London-based company co-owned by Samantha Cradock, formerly UK managing director of Escada, and Amanda Osborne, former managing director of Amanda Wakeley. It serves as a full-service agency for luxury brands looking to expand in the UK, the Middle East and Russia.

Cradock told WWD she was looking to take St. John to other UK department stores and open a franchise here in the future. The 2,300 square foot space at Harrods will open in December.

For complete coverage, see Monday’s WWD.