By  on April 18, 2007

NEW YORK — Generra is entering new territory.

The contemporary sportswear brand, a division of Public Clothing Co., has signed a licensing agreement with Mitsubishi and Sanyo to produce and distribute Generra apparel and accessories throughout Japan. Product will launch for fall in Marui department stores. The deal was brokered by Andrew Jassin, managing director of the Jassin O'Rourke Group, an apparel consultancy here.

"Dan [Shamdasani, chief executive officer of Public Clothing Co.] has always been looking to internationalize this brand," Jassin said. "We were all just waiting for the right moment and for it to be in the right stores in the U.S. first."

Jassin said having Pina Ferlisi, the brand's creative director since March 2006, on board at Generra has also helped to expand the brand. Following the fall launch, the collection will roll out to high-end specialty and department stores across Japan. In addition, Mitsubishi and Sanyo plan to open six to 10 freestanding Generra stores throughout the country starting in 2008.

Koji Nagato, director and executive managing officer of Sanyo, said he expects the Generra brand to bring in between $15 million and $25 million in retail sales the first few years in Japan.

Shamdasani said the licensing agreement is just the beginning of more expansion plans. He said he is in talks with companies in Europe, Asia and the Middle East to license the brand. Also he is looking into more licensing agreements for accessories, footwear, eyewear and fragrance. In addition, Shamdasani said within the next year to 18 months, he will begin looking at opening more freestanding stores worldwide.

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