Badgley Mischka to Expand in China

The Badgley Mischka brand is boosting its presence in greater China.

Iconix Brand Group Inc. announced Monday that the partnership between Iconix China Ltd. and Novel Fashion Brands Ltd. will join with Shanghai-based fashion company Eve NY to develop the brand in the region.

Eve NY, which designs, manufactures and markets high-end clothing throughout China, will manufacture and distribute Badgley Mischka products in greater China. Plans are also in the works for 170 freestanding stores and shop-in-shop concepts within the next five years.

“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,” Neil Cole, chairman and CEO of Iconix, said in a statement.



Mark Badgley and James Mischka were also quoted as saying the partnership brings their label closer to becoming a global lifestyle brand. Already, Badgley Mischka includes a couture line, the Mark & James contemporary collection, handbags, eyewear, footwear, accessories, jewelry, watches, swimwear, fragrance, home and bridal.

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