GREENER PASTURES: British men’s wear label Pretty Green, founded and designed by former Oasis frontman Liam Gallagher, is poised to break into the US market via a joint venture with Empire & Branch USA LLC.
As part of the agreement, Pretty Green has set up a showroom at 530 Seventh Avenue in Manhattan, where the brand’s Green Label, Black Label, footwear and accessories collections will be on display. A second showroom, in Los Angeles, is in the pipeline and will serve customers on the West Coast of the US and in Mexico.
“Partnering with Empire & Branch is the ideal way for us to maintain our strong brand identity, whilst minimizing the risks associated with entering the US — one of the largest and most complex retail markets in the world,” said Richard Ralph, chief executive officer of Pretty Green, which launched in 2009 and plays in the contemporary space. An announcement is expected today.
Empire & Branch oversees areas including branding, marketing, PR, wholesale, retail, and e-commerce, as well as warehousing and logistics solutions. It also represents brands such as Tiger of Sweden, Hardy Amies and Pantone Universe Colorwear. “We have secured two locations on the East and West Coast of the US, where we believe there is a fit for a brand like Pretty Green,” said Deepak Gayadin, partner at Empire & Branch.