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Launch of PVH Europe & new management for Arrow
12
Nov '10
The Tommy Hilfiger Group, which is wholly owned by Phillips-Van Heusen Corporation announced that it is establishing a new division that will take control of the ARROW brand in Europe effective immediately and will manage the future introduction of additional Phillips-Van Heusen brands to the European market.

The new division, PVH Europe, will be based in Amsterdam, the Netherlands. Michael Arts, who has been serving as Executive Vice President of Global Brand Management for Tommy Hilfiger, will assume the additional role of President of PVH Europe and will be supported by a dedicated team, as well as the existing Tommy Hilfiger European infrastructure.

"Since joining forces with PVH in May of this year, we have studied the opportunities for international expansion of PVH's most iconic brands, using Europe as a starting point. We strongly believe in the global potential for the ARROW brand due to its extremely credible - almost unparalleled- American heritage. ARROW's heritage goes back over 150 years and the brand has a wealth of history in its archives ready to be rediscovered and interpreted for today's world," said Fred Gehring, CEO of the Tommy Hilfiger Group and PVH International.

Mr. Gehring continued, "No one is better suited to launch this endeavor than Michael Arts, one of the key Tommy Hilfiger team members since our launch in Europe in 1997. His involvement illustrates the seriousness with which we are embarking on this endeavor. Long before our acquisition by PVH, we viewed ARROW as one of the most interesting authentic American brands with great potential in Europe. With the launch of PVH Europe, we are extremely excited to realize its full potential under Michael's passion and leadership."

ARROW will premiere as a featured brand at Pitti Uomo Imagine in Florence in January 2011. The first ARROW collection under PVH Europe will launch at retail in Fall 2011, exclusively offering men's shirts in keeping with the American brand's significant heritage in this category. The launch will be comprised of three different labels targeting the dress, casual and contemporary segments respectively. Following the presentation at Pitti Uomo in January 2011, ARROW will be shown in showrooms around Europe by appointment only.

Michael Arts, President of PVH Europe, commented, "For some time now, I had been eager to immerse myself in the ARROW archives, imagining that it would hold many treasures. When I finally had the opportunity to do so, I found an enormous collection of imagery, design, merchandising and marketing ideas, all of which were extremely innovative for their time. At that moment I clearly envisioned ARROW as it could be re-crafted for the future; respectful of its heritage, yet fully relevant for today. This rich history provides a strong platform for ARROW to eventually be developed into a lifestyle brand with strong category specialization. I strongly believe in this opportunity and can't wait to get started."

Tommy Hilfiger Group

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