28 November 2023

Philipp Plein Inks Beachwear License in Lifestyle-leaning Effort

UNDER PLEIN SUN: Philipp Plein is adding yet another brick to its lifestyle-leaning fashion business.

The company said Thursday it has inked a licensing agreement with Area B for the design, production and global distribution of Philipp Plein-branded beachwear for men and women.

Although the brand did show some beachwear designed and produced in-house in the past, the deal suggests renewed impulse toward the category.

The first collection under the agreement will bow for spring 2025.

“For me and my group it’s been a privilege to get in touch with Area B and admire the quality of their product, manufacturing prowess and pragmatic and effective entrepreneurial approach,” said designer Philipp Plein. He thanked his business adviser Carmine Rotondaro for orchestrating the deal and shared his confidence that the “strong relationship Area B has forged over time with suppliers and distributors will be an exceptional support to the diffusion and market success of the creations we’re working on.”

Established in 1999, Area B already has licenses for brands including Iceberg, Bikkembergs and Trussardi as well as private label clients such as North Sails and Cavalli Class.

“We’re glad about the deal with Philipp Plein and ready to kick off with enthusiasm this adventure of communication, product and distribution,” said Federico Venturato, president of Area B Group. “We’re confident that our technical know-how will blend perfectly with Plein’s design innovation and cutting-edge creativity and our global distribution network is adamant to receive new products.”

This is the latest step in the brand’s product offer extension as, after entering the fragrance arena, the company signed a license for its eyewear collections with Italian manufacturer De Rigo and with Timex Group Luxury Division for watches and jewelry.

In late 2020, Plein revealed a revamp and streamlining of the group’s operations, a rethinking of the wholesale and retail channels and of the Plein Sport and Billionaire labels, as well as the reinforcement of the online strategy and the launch of new licenses.

A year later, in 2021, the brand unveiled stately headquarters in Milan and revealed plans to launch an ambitious Plein hospitality project in the city; the relaunch of the Plein Sport line; new licensing deals and global store openings; significant distribution plans in China, and an overall enhancement of the womenswear business to rebalance the label’s offering, among other initiatives.

By Martino Carrera

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