Ben Sherman signs new global licensing deal with BSI

By

Sandra Halliday

Published
Aug 21, 2023

Menswear brand Ben Sherman has inked a new licensing agreement with BSI Apparel Limited. Under a core license and operating partnership, BSI will now distribute men’s apparel and tailored clothing to Ben Sherman’s numerous global distribution partners.

Ben Sherman owner Marquee Brands said “the cornerstone of the agreement will be increased investment in the business, fostering further brand acceleration, creating advantageous business opportunities, and prioritising full-price retail expansion in brick-and-mortar stores across the UK”. 

BSI is a subsidiary of Broadgate1960, the parent company of Crew Clothing Company, Saltrock Surfwear, and Pringle of Scotland.

It will be “a global hub for the brand’s design and manufacturing operations” with its “progressive road map” focusing on the “continued optimisation and growth across [its] UK e-commerce, retail, and wholesale businesses”.

The companies added that “sustained investment will continue to accentuate key global marketing initiatives and highlight innovation in the design direction, new product launches, and the brand’s inimitable DNA”. 

It comes as the label celebrates its milestone 60th anniversary and prepares two limited-edition collaborations. Both are poised to drop alongside its ongoing Ben Sherman Global Artist Foundry programme. That programme has seen it partnering with musicians such as Pauli Lovejoy (drummer and musical director for the recent Harry Styles’ Love on Tour concerts), and indie-rock band The Sherlocks.