By  on July 30, 2012

PVH Corp.’s Cluett, Peabody & Co. subsidiary has signed a licensing deal with the Seidensticker Group to expand the Arrow brand in Europe.

Under the terms of the deal, Seidensticker’s Private Label GmBH will assume the design, production and distribution of men’s woven and knit sport shirts and dress shirts in a variety of countries in Europe beginning with the spring collections.

Ken Wyse, PVH’s president of licensing, said the agreement covers “most countries in Europe, except France,” where the brand already has a distribution arrangement.

Distribution will include wholesale, retail, shop-in-shops and e-commerce. Seidensticker operates a fleet of stores and will add Arrow to those units, he said. It will also work to open in-store shops in department and specialty stores.

Wyse said Seidensticker, which was founded in Bielefeld, Germany in 1919, employs 1,800 people and has production facilities in 14 countries in Eastern Europe and Asia. He called it the “PVH of dress shirt companies in Europe.”

In addition to its own brands,  Seidensticker, Schwarze Rose, Jacques Britt, Dornbusch, Lorenzo Calvino and Redford, the company also holds licenses for Joop, Strellson, Bogner, Baldessarini and Michalsky. It produces around 16 million shirts a year and had sales last year of more than 200 million euros, or $246 million at current exchange.

“We are pleased to enter into this license agreement with Seidensticker,” Wyse added. “Over the past few years, we have successfully repositioned the Arrow brand in existing European markets and introduced it to new territories. Partnering with Seidensticker, one of the leaders in the European dress shirt market, is a wonderful opportunity to reach new customers and to further evolve the Arrow business.”

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