By Allison Watkinson
Savile Row London has appointed The Brand Liaison to expand its North American licensing program into additional product categories.
Founded in 1938, Savile Row London is a ready-to-wear apparel brand that is designed and manufactured by the Savile Row Company.
The Brand Liaison is a US-based agency that provides licensors and licensees with brand extension and brand management services. The agency has significant experience working with brands in areas such as fashion, entertainment, sports, food, art and more.
“We looked at many agencies before selecting The Brand Liaison,” said Savile Row London CEO, Jeffrey Doltis. “But once we started to speak about specific opportunities and their vision for the brand in the U.S., it was an easy decision. Their passion, professionalism, and experience with fashion brands is unparalleled.”
Building on the existing popularity of Savile Row London in the United States, Brand Liaison will be licensing the British menswear brand into additional product categories such as casual knits, loungewear, sleepwear, outerwear, footwear, accessories and gifts.
The Brand Liaison will rely on Savile Row London’s existing European product designs for North American licensees, and plans to use a multi-tier distribution strategy to bring the licensed products to the US market. This will include distribution partnerships with department stores, specialty menswear chains, off-price channels, clubs, ecommerce and more.
“We are honored to represent the Savile Row London brand,” said Brand Liaison president, Steven Heller. “The brand is well known for its better quality around the world and already has established a strong menswear business in the US in many of the channels that the licensees are looking for, including better departments stores and off-price channels. There are significant opportunities to expand the product offerings in men’s apparel and accessories.”
In addition to marketing support and branding direction, Savile Row licensees will have access to comprehensive UK-based design services and quality-control teams through the Savile Row Company’s international operations.
Based in the heart of London’s Savile Row—home to the world’s finest tailors—the Savile Row Company have been crafting finely tailored clothes since the company was founded by Gerry Doltis in 1938. Still a family-run company, Savile Row Company operates a bespoke tailor shop in the famed district in London, and in 2001 launched the Savile Row Company website, which now exports quality suits and menswear to more than 120 countries.