TLL Staff
The global fashion house Perry Ellis International has signed a licensing with Baird Group Ltd. to oversee the European license for Farah Tailoring.
The Farah Tailoring division of Perry Ellis features fashionable sport jackets, sharp suit separates, and modern formalwear. Farah Tailoring collection caters to a fashionable clientele who are looking to elevate their approach to ‘dressing for success’, the company says.
“Elevated tailoring in the licensee space is the perfect union to engage new and budding demographics across Europe and beyond,” said Oscar Feldenkreis, CEO and president of Perry Ellis International. “I am confident this will broaden the brand awareness and appeal for Farah, as a timeless lifestyle brand.”
This new global collaboration is meant to bring together the distinctive style of Farah menswear with the essence of today’s versatile office attire, with a licensee known for successful fashion collaborations and distribution.
Baird Group, a part of the Arafa Group, is a leading global textiles and apparel manufacturer and retailer based in Egypt. The group serves a diverse global audience, including top international brands and global retailers.
With over 50 stores in the UK and Europe and 2 major web stores including www.suitdirect.co.uk, as well as hundreds of key wholesale accounts around the world, Baird Group provides product development, sourcing and delivery to their partners at home and overseas.
“Baird are delighted to be partnering with Farah on the launch of Farah Tailoring,” said Baird CEO Mark Cotter. “The combination of Farah’s heritage and distribution coupled with Baird Group’s design and tailoring heritage and formalwear distribution is a winning combination.”
As well, Perry Ellis has secured another new licensing agreement with Poetic Brands Ltd. for spring 2024 season launch of Farah Youth, a stylish leisurewear collection designed for boys aged 4-14.
The partnership, merging the distinctive style of Farah menswear with the playful essence of today’s youthful fashion, will feature a range of clothing options, including trendy tees, woven shorts, swimwear, joggers, outerwear, and casual shirting, all designed to appeal to the Gen Z and Alpha generations.
“The fusion of two proven creative trend-right fashion brands is the perfect union to engage a new youthful budding demographic. I am confident this will broaden the brand awareness and appeal for Farah, as a timeless lifestyle brand,” Feldenkreis said.
Finally, Perry Ellis is working with Fragrance Group London Ltd. to launch a sophisticated new Farah Men’s fragrance, which the company says will feature the aromas of fresh bergamot, ginger, pear, vetiver, cypress wood, and dry amber notes.
The fragrance was selected based on customer feedback, ensuring it resonates with the Farah customer profile. The new fragrance will be exclusively available through Superdrug and The Perfume Shop in October 2023.
“I am delighted to partner with Fragrance Group London to continue the development and expansion into this lifestyle category with a new Farah fragrance. Embracing our consumers’ feedback and allowing them to participate in this sensory experience will only enhance the Farah brand identity,” said Feldenkreis.
Farah Tailoring is currently available at leading retail stores and on-line while Farah Youth will be available for purchase in February 2024, in territories across the United Kingdom and Europe.
TLL Offering Free Listings For Licensing Agencies in New Publication