Anne Klein Headed to China Via Deal Between WHP Global and 7GEGE

WHP Global, a brand management firm, has forged a 30-year partnership with 7GEGE, a Chinese digital fashion group to market and distribute the Anne Klein brand in China across all distribution channels. The Chinese brand launch takes place this fall with a digital-first strategy. The products will be a mix of Anne Klein’s licensed products and 7GEGE’s sourced merchandise. “We are excited about this partnership because Anne Klein is a globally celebrated women’s fashion brand with tremendous opportunity in China,” said Louise Cao, chief executive officer of 7GEGE. “We intend on fully leveraging our product, marketing and digital capabilities to build a big business together with WHP.” Yehuda Shmidman, chairman and ceo of WHP Global, said, “We are looking forward to partnering with 7GEGE as we focus on the expansion of Anne Klein’s reach through both international and digital channels.” He said his company spent extensive time with Cao and her team in Hangzhou, China, “giving us the chance to see firsthand that 7GEGE is the perfect partner to reach millions of consumers in one of the fastest growing global fashion markets.” As reported, in July, WHP Global started a brand management platform led by Shmidman and backed by a $200 million equity commitment

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD https://ift.tt/2ml7dPS