The company has inked a licensing agreement with MRH SpaRotica Groupé for the collection, which will include men’s apparel, accessories and other products. The line will be in department, freestanding and specialty stores and online with third-party e-commerce platforms such as Tmall. The first freestanding Farah store is expected to open in early 2017.
The Farah brand is sold internationally through major retailers and company-owned retail stores, as well on the brand’s Web site.
Perry Ellis chairman and chief executive officer George Feldenkreis said, “This is our first agreement for Farah in Greater China, and represents a major step in the expansion of the brand outside of the United Kingdom and Europe. We look forward to working with MFH as we continue to extend the reach of our global brands to drive further growth and profitability.”
Farah is a brand that has street credibility, combining bold style and quality for fashion-focused hipsters and international artists. The brand works with brand ambassadors from art, music and modern culture to become product developers, storytellers and educators to inspire Millennial men about the men’s wear line.
Richard Kisembo, president and ceo of MRH, said, “The partnership with Farah adds to our portfolio, a brand that will resonate will with the Millennial ‘post-Eighties’ generations in China.” Kisembo added that the brand has achieved growth in the U.K. and international markets, and MRH is confident that it can have the same impact with Chinese consumers.
MRH, based in Shanghai, owns and operates retail stores, as well as distributes merchandise through franchisees. It operates in four sectors: fashion and leather goods; lingerie and intimate goods; perfumes, bath & body, and selective retailing.