Original Penguin is leaping again into the Brazilian market.
Original Penguin by Munsingwear, a division of Perry Ellis International, has licensed the Aste Group to relaunch the model within the Latin American nation, beginning with the spring 2022 season.
Aste will deal with the model’s distribution and licensing in Brazil, specializing in life-style merchandise in addition to efficiency classes together with golf, tennis and pickleball.
Oscar Feldenkreis, president and chief govt officer of PEI, mentioned the model had beforehand labored with one other licensee in Brazil, however “they didn’t do a proper job.” However, he’s assured that the connection with Aste will permit the model to succeed in its “tremendous growth potential” in that area. The multiyear relationship with Aste contains brick-and-mortar shops, wholesale and e-commerce.
Feldenkreis mentioned he expects that inside the subsequent 5 years, Aste will open greater than two dozen shops in Brazil. “If we have 22 stores in Argentina, we can have 25 for sure in Brazil,” he mentioned.
He mentioned a major purpose he signed Aste is that there’s “strong prohibition to importing product into Brazil, so we needed to partner with someone who could manufacture there,” he mentioned.
Aste’s historical past dates again greater than 50 years and it distributes Coach, Diesel, JanSport, Kipling, New Balance, Ugg and different manufacturers in Brazil. It additionally operates Allbags, a multibrand retail retailer created by its founder Augusto Emani in 2007.
In addition to Original Penguin, PEI sells its Nike swimwear licensed product in Brazil, Feldenkreis mentioned.
The Original Penguin product bought in Brazil would be the similar as that provided within the U.S., but when the licensee has one thing particularly that it requires, the 2 will work collectively to make it occur, he mentioned.
Original Penguin’s transfer into Brazil is a part of a strategic plan not too long ago developed by PEI for the Latin American market. Overall, Feldenkreis mentioned PEI operates 53 shops within the area in nations together with Panama, Guatemala, Colombia and others. And whereas enterprise did drop off throughout the peak of the pandemic, he mentioned it’s recovering “very quickly.” Chile particularly has been a standout, he mentioned.
Overall, Feldenkreis mentioned PEI’s enterprise can be rebounding. “COVID-19 was extremely challenging for us, like it was for everyone, but the first half has been pretty good and we continue to see upside.”
Perry Ellis, the corporate’s flagship model, has benefited from the dress-up pattern as males up to date their wardrobes for weddings and different occasions that had been postponed from final yr, and gross sales of Original Penguin have additionally been good. “We’re seeing strong momentum in Perry,” Feldenkreis mentioned. “And Penguin is always casual, so we’ve also done well there.”
He mentioned the golf enterprise — Callaway, PGA Tour and Original Penguin — has additionally been robust on account of so many individuals enjoying or taking over the sport throughout the pandemic. And Penguin’s launch of tennis and entry into the red-hot pickleball market has additionally been a house run. In May, Penguin signed a multiyear partnership with USA Pickleball to function its official attire associate. “That’s a great opportunity,” he mentioned.
Feldenkreis concluded: “We’re surviving and we’re looking forward to a bright future in the U.S. as well as in LATAM.”
In 2018, Oscar Feldenkreis’ father George took spearheaded the transfer to take the corporate non-public for $437 million. George Feldenkreis, the founder and former chairman, had resigned from the agency shortly after its fiftieth anniversary in 2017 following a dispute with an activist investor however instantly began making strikes to purchase the enterprise and take away it from the scrutiny of the general public markets. Today, PEI operates a portfolio of owned and licensed manufacturers that embrace Laundry by Shelli Segal, Rafaella, John Henry, Cubavera, Savane, Natural Issue and Manhattan.