Global licensing specialist Brand Machine Group (BMG) has acquired U.S. outdoor brand Penfield.
BMG confirmed in a statement that they would start a global wholesale launch for Penfield for its autumn/winter 2021 men and womenswear collections this January. Both ranges will include the brand’s “rich New England DNA in capsules of functional outdoor styles.”
Brand Machine Group has brought in Tom Duncan from Lyle and Scott as brand director. Duncan said in a statement, “The outdoors and it’s lifestyle is so pertinent in this day and age and we are looking forward to unlocking the brands incredible provenance and story within both sectors over the forthcoming seasons with a segmented proposition that delivers the function, innovation and quality that the brand was first built on.”
Jason Eames-Illingworth has also joined the group from Hunter as chief commercial officer. He said, “There are few heritage brands that have the potential Penfield does to cross both lifestyle and performance outdoor sectors. We are looking forward to curating a distribution network that caters to our global consumer and our focus will be driving both the US and European direct to consumer and wholesale businesses alongside the delivery of a more geared product offer in the future.”
Brand Machine Group houses adult and childrenswear brands including Jack Wills Kids, Lyle and Scott Junior, and Elle Junior, as well as U.S. Polo Assn and Russell Athletic.
Photo courtesy Penfield
