Eddie Bauer, the renowned US outdoor brand, is all set to roll out in Japan even as it signs a new deal with Japanese trading company Itochu.
The new deal will see the American brand launch new stores in Japan, besides wholesale accounts and and official branded e-commerce site – much to brand’s loyalists in Japan.
Notably, Itochu will join hands with a fashion wholesale and retail firm Mizujin to help design, make and distribute Eddie Bauer products.
Together, they will launch freestanding stores, expand shop-in-shop locations and specialty accounts and relaunch the brand’s official Japanese e-commerce in spring 2023.
Besides bringing back Eddie Bauer’s physical presence back to Japan, the new agreement will widen the brand’s offerings with a full assortment of performance and lifestyle apparel and accessories for men, women and children.
The brand had first entered in Japan in 1990s, but last year it announced the closure of almost all its stores.
Founded in 1920, Eddie Bauer was last year bought by US brand management firm Authentic Brands Group together with SPARC Group.
