Original Penguin signs new licensee in Brazil – WWD

Original Penguin returns to the Brazilian market.

Original Penguin by Munsingwear, a division of Perry Ellis International, has authorized the Aste Group to relaunch the brand in the Latin American country, starting in the spring 2022 season.

Aste will take care of the brand’s distribution and licensing in Brazil, focusing on lifestyle products as well as performance categories such as golf, tennis and pickleball.

Oscar Feldenkreis, president and CEO of PEI, said the brand had previously worked with another licensee in Brazil, but “they didn’t do a proper job.” However, he is convinced that the relationship with Aste will allow the brand to reach its “enormous growth potential” in this region. The multi-year relationship with Aste includes physical stores, wholesale and e-commerce.

Feldenkreis said he expects Aste over the next five years to open more than two dozen stores in Brazil. “If we have 22 stores in Argentina, we can certainly have 25 in Brazil,” he said.

He said one of the main reasons he signed Aste was that there was “a strict ban on importing products into Brazil, so we had to partner with someone who could manufacture there,” did he declare.

Aste’s history dates back over 50 years and distributes Coach, Diesel, JanSport, Kipling, New Balance, Ugg and other brands in Brazil. It also operates Allbags, a multi-brand retail store established by its founder Augusto Emani in 2007.

In addition to Original Penguin, PEI sells its Nike licensed product in Brazil, Feldenkreis said.

The Original Penguin product sold in Brazil will be the same one offered in the United States, but if the licensee has anything in particular they need, the two will work together to make it happen, he said.

Original Penguin’s move to Brazil is part of a strategic plan recently developed by Prince Edward Island for the Latin American market. Overall, Feldenkreis said Prince Edward Island operates 53 stores in the region in countries such as Panama, Guatemala, Colombia and others. And although business fell at the height of the pandemic, he said it was recovering “very quickly”. Chile, in particular, has been remarkable, he said.

Overall, Feldenkreis said business in Prince Edward Island was also rebounding. “COVID-19 was extremely difficult for us, as it was for everyone, but the first half was pretty good and we continue to see the rise. “

Perry Ellis, the company’s flagship brand, capitalized on the sartorial trend as men updated their wardrobes for weddings and other events that had been postponed from last year, and sales of Original Penguin were also good. “We see a strong dynamic in Perry,” said Feldenkreis. “And Penguin is always laid back, so we did well there as well.”

He said the golf industry – Callaway, PGA Tour and Original Penguin – was also strong due to the high number of people playing or playing the game during the pandemic. And Penguin’s tennis launch and entry into the hot pickleball market was also a home run. In May, Penguin signed a multi-year partnership with USA Pickleball to become its official apparel partner. “It’s a great opportunity,” he said.

Feldenkreis concluded: “We survive and look forward to a bright future in the US as well as in LATAM. “

In 2018, Oscar Feldenkreis’ father George took the initiative to privatize the company for $ 437 million. George Feldenkreis, the founder and former chairman, had resigned from the company shortly after his 50th birthday in 2017 following a dispute with an activist investor, but immediately began to take steps to buy the company and remove it from it. review of public procurement. Today, PEI operates a portfolio of owned and licensed brands that include Laundry by Shelli Segal, Rafaella, John Henry, Cubavera, Savane, Natural Issue and Manhattan.

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