Ben Sherman sharpens its focus on its German business by dividing its collections in different distribution levels. The British brand will be divided into four different sections: Heritage, Script, Plectrum and Modern Classics.
Heritage will be the main collection supporting NOS by the upcoming winter. Script is an exciting mix of classic bestsellers and fashion. There is also going to be a new line, going to be launched in fall, called Plectrum, and will only serve the premium market. Modern classics will complete the range and will be distributed to retailers in the high end section.
The new brand direction on the German market comes along with new business conditions and a better retailer support. Besides, Ben Sherman is going to realize new shop-in-shop and in-store concepts over the next eight months. In addition to the showrooms in Berlin, Hamburg, Munich and Düsseldorf, there are going to be sales meetings at various hotels.