Ben Sherman to launch branded pubs and barbers with Brands Lab International
Menswear brand Ben Sherman has announced a new global brand extension venture into “branded property developments” in collaboration with Brands Lab International that could see Ben Sherman branded gastropubs, barbershops, boutique hotel lounges and even furnished apartments start to roll out from autumn 2021.
Appointed by Ben Sherman to target several apt global cities, Brands Lab International – renowned for its conceptional development capabilities – will create branded experiential properties that resonate with the Ben Sherman target demographic. Student lounges and scooter-cafés are also being cited.
Acquired by Marquee Brands in the US in 2015, Ben Sherman aims to “continue to evolve through forward-thinking growth opportunities”, and sees the move as a natural extension to existing product categories such as luggage and hotel amenities.
Talbot Logan, SVP brand management at Ben Sherman, said: “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 had close ties with youth culture for decades, including where they live, socialise, dine, watch a movie or attend 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.
“Sustainability and responsibly sourced materials will play a pivotal role in project build and décor, as will the brand's unmistakable signature DNA.”