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German womenswear brand Basler sets up US subsidiary
Aug '11
By setting up a subsidiary 'Basler America Inc.' in New York, Basler is now taking its expansion to the next level. The setting up of the new subsidiary means will mean, merger of retailing and wholesale activities.

Sales will be supported by a new team and advanced orders for spring/summer 2012, will be accepted at Basler's new showroom in Manhattan at 499 Seventh Avenue.

The US team will be headed by a yet to be announced manager from September 1, but will one who has worked for worldwide fashion brands and is recognised globally.

Currently, Basler manages 79 outlets worldwide, 42 of which are company-managed stores. It also boasts of 86 concessions, 208 shop-in-shops and over 2,000 wholesale customers. In the US, Basler has 5 outlets, of which 3 are company-owned, 15 concessions and 111 wholesale customers.

Basler is very optimistic of the potential in the US. It is set for growth and in the short to medium term, hopes to unveil 20-25 brand outlets, by opening stores in high fashion streets like Madison Avenue and Rodeo Drive in the next few years. One of the most successful concessions at Bloomingdale's on 59th Street, clocked revenues of $1 million.

By appointing globally recognised top fashion designer Brian Rennie, the 2012 spring/summer collection met with grand success at the Mercedes-Benz Fashion Week in Berlin.

Fibre2fashion News Desk - India

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