Press Clips: Mudd heads for major expansion into Asia

September 25, 2002

Youth brand Mudd has begun a major expansion programme into Asia-Pacific, opening concept stores in Hong Kong and Seoul. The US jeans brand said it was testing the store concept in Asia to blend Muddıs hip image with the regionıs shopping culture. Mudd is also preparing to open a 20,000 sq ft retail outletıDenim Cityıin Hong Kong next month, stocking other jeans brands. The current concept stores will sell jeans, sweaters, footwear, bags and household goods. The openings are being supported by an interactive campaign and the launch of a web site, the company said.

Mudd Jeans (Far East) consultant, Kenneth Lai said: ıWe approach this vast Asian market with a network of fashion retailing expertise supported by a core management team and over 10 local distributors and franchisees in Hong Kong, China, Taiwan, South Korea, Japan, Thailand, Singapore, Malaysia and Indonesia. Through franchise arrangements, we are capitalizing on local entrepreneurial talent and local relationships to achieve an aggressive growth rate for Mudd in Asia.

The move into the region is through a deal signed with Worth Pacific Holdings Ltd and brokered by Ingroup Licensing, Muddıs licensing agency. The expansion will also put Mudd in Australia, New Zealand, Cambodia, Vietnam and Russia.

Denim will be produced in Asia, though franchisees will carry other products from Muddıs 17 domestic licensees.