IZOD, an American brand initially launched in 1938, is headed to Europe.
The move, which PVH Corp announced in a statement Tuesday, will bring the “all-American heritage” of IZOD’s lineup to consumers via a network of partnerships in Spain, Germany, the Netherlands and Scandinavia.
The IZOD brand focuses primarily on wholesale after PVH Corp. closed its retail division and all 120 retail outlets in 2015. The expansion into Europe comes just months after the relaunch of IZOD’s new women’s clothing line in partnership with Sports Products of America, announced last year. PVH Corp. now hopes to fill a hole in the European mid-range apparel market with its latest move.
“We believe there is significant demand for apparel that is colorful with a soft-washed, relaxed feel and unique performance-driven features,” Oliver Timm, chief commercial officer of PVH Europe said.
IZOD’s latest offerings are inspired by authentic Ivy League looks and traditional American landscapes, like picturesque coastal villages and “grand inland scenery.” The brand’s collections include classic men’s wear, sportswear, jeans and luxury sportswear, among others. As an established lifestyle brand with numerous endorsements from pro players on both the professional tennis and golf circuits, IZOD executives see room to grow across the Atlantic.
“When looking to expand the presence of our classic IZOD brand globally, we saw great opportunity in Europe,” Ken Duane, CEO of Heritage Brands for PVH Corp., said in a press release.
IZOD will be available through a variety of retail outlets in a limited selection of countries, including Spain’s El Corte Inglés and Germany’s Galeria Kaufhof. European consumers will be able to shop IZOD online through e-tailers Zalando and Boozt. A further expansion to Russia, the Middle East and additional European markets is scheduled for Spring 2019. With a regionally focused marketing plan, including a shop-in-shop initiative to integrate IZOD into existing retailers, Timm expects the expansion will further build the business.
“This offering delivers a value proposition not currently available in the market. Combining this with IZOD’s strong reputation as a quality lifestyle brand should fill the void between fast-fashion labels and higher-priced American attire,” Timm said.
PVH Corp. is the steward of numerous high-profile brands like Calvin Klein and Tommy Hilfiger. The company employs 36,000 people in more than 40 countries across the world and takes in about $9 billion in revenue annually.