The US leisure and outdoor brand Eddie Bauer is planning to expand in Japan. To this end, the US fashion and media group Authentic Brands Group LLC (ABG), which acquired the brand last year, and the Japanese retail group Itochu have entered into a partnership, which was announced on Wednesday.

    Together, they plan to open the first standalone Eddie Bauer stores in Japan from spring 2023, as well as launch shop-in-shops and the brand’s official Japanese e-commerce site. To this end, Itochu, a retailer specializing in textiles, machinery, food and energy, will work with Mizujin, a fashion wholesale and retail company, to design, manufacture and distribute Eddie Bauer products.

    The move comes well-considered after Eddie Bauer spent three decades offering a curated selection of outdoor and lifestyle products in Japan and building a loyal clientele. Now the brand wants to offer its entire range of performance and lifestyle products and accessories for women, men and children in Japan.

    “We are excited to expand the Eddie Bauer brand in this important market and expand the relationship between ABG and Itochu. The agreement makes Itochu a key partner for Eddie Bauer as we advance our global strategy in strategic markets and engage outdoor enthusiasts around the world,” said Jarrod Weber, Group President Lifestyle and Chief Brand Officer at ABG .

    “Eddie Bauer is a pioneering heritage American brand known for quality products, performance technology and style. Our goal is to build on the strong foundation and rich heritage of Eddie Bauer to expand his presence in the Japanese outdoor and fashion markets,” said Mizujin President Yoshinari Nakamura.

    ttn-12