Men’s fashion brand expands into Greater China.

Perry Ellis International has partnered with MRH SpaRotica Groupé to introduce a collection of men’s products under the Farah brand in China.

“This is our first agreement for Farah in Greater China and represents a major step in the expansion of the brand outside of the United Kingdom and Europe,” says George Feldenkreis, chairman and chief executive officer, Perry Ellis. “We look forward to working with MRH as we continue to extend the reach of our global brands to drive further growth and profitability.”

The new Farah range will include men’s apparel, accessories and more. It will launch in department, free-standing and specialty stores, as well as online with third party e-commerce platforms such as Tmall. The free standing Farah store is slated to open early next year.

“The partnership with Farah adds to our portfolio, a brand that will resonate well with the Millennial ‘post 80’s’ generations in China,” says Richard Kisembo, president and chief executive officer, MRH. “Over the past few years, Farah has achieved powerful growth in the U.K. and international markets and we are profoundly confident in the impact it can make in China. We believe in brands that make emotional connections with consumers, and Farah will distinctly stand out for its modern classics. We look forward to expanding Farah throughout Greater China.”