Eve NY to manufacture Badgley Mischka products

02 Mar '10

2 min read

Iconix Brand Group, Inc. announced that Iconix China Limited its 50-50 joint venture with Novel Fashion Brands Limited has partnered with Eve NY to develop the Badgley Mischka brand throughout Greater China.

Eve NY will manufacture and distribute Badgley Mischka products in Greater China. In addition, Eve NY plans to open 170 free-standing stores and shop-in-shop concepts within the next five years.

Neil Cole, Chairman and CEO, Iconix, commented, "We are excited to announce the expansion of the Badgley Mischka brand in China. In less than two years, Iconix China signed four major partnerships covering London Fog, Rocawear, Rampage and Badgley Mischka that collectively plan to roll out close to 700 stores in the next three years."

Mark Badgley and James Mischka, stated, "This partnership takes us one step further into creating a global lifestyle brand for Badgley Mischka. Bringing our philosophy of modern and glamorous dressing to the women of China is very exciting."

Shen Hong, CEO, Eve NY, stated, "Our strong positioning in China will allow us to bring the prestigious Badgley Mischka brand to the Chinese consumer through free-standing stores and shop-in-shops. We are pleased to partner with Iconix China on this new venture."

Veronica Chou, President of Iconix China, stated, "Badgley Mischka is an iconic brand with worldwide recognition and we are thrilled to partner with Eve NY to bring the brand to Greater China. Their expertise in retailing will ensure that the brand is well positioned throughout China."

Over the past two decades, Badgley Mischka has flourished into a complete lifestyle brand recognized worldwide. To date, the Badgley Mischka label includes: Badgley Mischka Couture, Mark & James contemporary collection, Handbags, Eyewear, Footwear, Accessories, Jewelry, Watches, Swimwear, Fragrance, Home, Bridal and Bridesmaids. Badgley Mischka is sold in the most prestigious stores in the world including Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue and Holt Renfrew.

Iconix China, which was formed in September 2008 and based in Hong Kong, was established to develop and expand the Iconix portfolio of brands in Greater China. Iconix China has previously signed partnerships for its London Fog, Rampage and Rocawear brands.

Eve NY is a leading fashion company based in Shanghai, China. Eve NY designs, manufactures and markets high-end clothing and accessories for women under the "Eve NY" brand and has plans to launch other brands. Eve NY currently operates over 200 retail stores in 21 provinces in China.

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