Britches of Georgetowne to Re-Launch

Menswear retail brand Britches of Georgetowne is planning its return in a new partnership with Stephan Wayne, chairman of Stephan Wayne & Associates and Bum Equipment.

April 6, 2018

Britches of Georgetowne to Re-Launch

'80s men's retailer will get a new life as a licensed apparel line.

Menswear retail brand Britches of Georgetowne is planning its return in a new partnership between one of the brand's co-founder and Stephan Wayne, chairman of Stephan Wayne & Associates and Bum Equipment.

SWA will re-launch the brand worldwide through a new range of licensed products.

At its height, Britches of Georgetowne boasted 197 stores in 27 markets with retail sales reaching $200 million. In addition to featuring its namesake menswear product, the stores also offered high-end men's gifts and accessories such as Montblanc pens, Cartier and Heuer watches and published an annual Britches International Desk Diary.

"More than just a fashion menswear retailer, Britches of Georgetowne became a powerhouse in lifestyle merchandising and was among the first menswear retailers in the country to create a marketing platform for a wide range of upscale, private label merchandise in addition to selling menswear," says Wayne. "The current strategy is to align the Britches of Georgetowne brand with

high-quality, well-established licensees in a wide range of product segments targeted to Millennials and Boomers."

The company was sold in 1988 to CML, a New York stock exchange conglomerate and retail operations were closed four years later. Earlier this year, Rescue Dog, a company created by Britches of Georgetowne co-founder Rich Hindin, acquired the brand's trademarks.

New Britches of Georgetowne products are slated to arrive at retail by fall 2016.

"The retail landscape has changed dramatically since the advent of the Internet and the power of e-commerce," says Hindin. "Our plan includes selling Britches of Georgetowne-branded products through tradition brick-and-mortar retailers while creating consumer demand through the power and reach enabled by online, e-commerce marketing."

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