Beyond Productions, the parent company for Beyoncé and Tina Knowles’ House of Deréon and Deréon brands, has signed a deal with The Eurostyle Group, an apparel distribution company based in Greece, to distribute the Deréon junior sportswear brand throughout that European country.
This story first appeared in the September 2, 2009 issue of WWD. Subscribe Today.
The agreement gives Eurostyle the exclusive rights to distribute Deréon sportswear, outerwear, footwear, eyewear, lingerie and handbags to retailers throughout the country, as well as in the other Balkan States including Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Macedonia, Romania, Slovenia and Yugoslavia. The product will be available for retail in Greece beginning with the spring 2010 season.
“After two years of rapid growth in the U.S. and Canada, we have made it one of our focused strategies to bring our Deréon lifestyle brand global,” said Philip Davis, president of Beyond Productions. “However, we want to be very careful how we roll out the brand globally, as timing and rollout is determined not only by country, but by the proper distribution partners. With an incredible anticipation for Deréon in Greece and the long-standing reputation that The Eurostyle Group has maintained in this arena, we now feel perfectly poised to launch at retail there.”