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Brand Machine to launch Russell Athletic kidswear in EMEA region

Published
today Jul 23, 2019
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Batra Group’s Future Brands Limited (FBL) has announced a new childrenswear license partnership with the Brand Machine Group for the heritage Russell Athletic label.


Russell Athletic


London-based FBL is a master licensee of the sports and casualwear brand and it said on Tuesday that Brand Machine, which also operates out of London, will launch a full collection of kids’ clothing and accessories in Europe and beyond.

BMG specialises in the kidswear sector and will design, manufacture and market the products, which will target the newborn category all the way up to the 15-year-old age group, with the collections marketed to both the UK and the wider EMEA region.

Claude Troisfontaine, CEO of FBL’s European division said the company is “very pleased to work with a well recognised company [that] has specialised in childrenswear apparel within Europe. We will endeavour to harness our complementary strengths to build a mutually beneficial business.”  

The new collection will “build on the heritage of the brand creating an authentic lifestyle range appealing to girls and boys.” The full line-up will include athleisure tees, sweats, and accessories and, reflecting the importance of the premium market, there will also be “an exclusive Eagle R range for top tier retailers.”

The products will launch from September.

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