Ben Sherman eyes branded property opportunities
Ben Sherman, the menswear brand best known for its check shirts, has signed a partnership to diversify into branded real estate developments.
The new collaboration with Brands Lab International, a Miami-based real estate branding firm, will build on Ben Sherman’s existing lifestyle credentials, providing an extension to existing product categories such as luggage and hotel amenities.
The partnership will target “stylish properties” such as furnished apartments, boutique hotel lounges, scooter-cafes, gastropubs and student lounges.
Talbot Logan, SVP brand management at Ben Sherman, explained: “The notion of turning traditional commercial enterprise on its head to create a broader sphere of environments for our audience feels like a natural progression. As a brand that has close ties with youth culture for decades, where they live, socialise, dine, watch a movie, or a live gig, it is equally as significant as where they choose to shop.
“Our vision is to translate the shared rite of passage into socially-distanced eclectic spaces where our audience can feel at home in any city around the world as we come out of the pandemic, whether it be a Ben Sherman pub or barbershop lounge. They'll enjoy an aesthetic and ambiance steeped in the brand's heritage, with a modernised twist.”
In addition to advertising the retailer’s signature DNA, the project will focus on sustainability and responsibly sourced materials
“We foresee great projects in the near future with Ben Sherman, targeting the loyal audience that identifies with the young, vibrant British style the brand is known for. Ben Sherman’s efforts in regard to sustainability and the clear DNA they can transmit into real estate projects make the brand a great addition,” Florian Haffa, founder and CEO of Brands Lab International said.
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