P. Diddy Expands Sean John To Europe

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Sean Combs launches Sean John line in Spain

Sean Combs a.k.a. P. Diddy has finally decided to make his first major expansion into Europe. His apparel lifestyle brand, Sean John, is entering the Spanish market with an exclusive distribution agreement with El Corte Inglés, an upscale Spanish department store. The department store has installed Sean John shops within shops which provide all Sean John men’s sportswear, suits, dress shirts, ties, sportswear and accessories.

The decision to go Spain was made thanks to the success of Sean John’s two  fragrances that were well-received there: Unforgivable and I Am King. Both scents which are licensed to the Estée Lauder Cos. Inc., were distributed in European markets, including Spain. Dawn Robertson, president of Sean John stated:

“We had a lot of success with the scents in Spain, and we decided this would be an ideal partnership for our first apparel launch in Europe.”

Although seemingly confident about the new out-of-country venture, Sean John is very careful not to rush into expanding to other countries and enter the more global market. Robertson noted:

“We’re testing Spain and learning. It’s an interesting and exciting new opportunity for us.”

Jeff Tweedy, executive vice president of Sean John agrees:

“We want to be very careful how we roll out the brand internationally in order to preserve its cachet and aspirational quality.”

sean-john-perfumeIntroducing the US urban touch to the European urbanwear and young men’s apparel scene might seem like a huge step for a brand that’s widely recognized but is primarily sold in the States. But Sean John has operated small overseas businesses in Latin America and Scandinavia as training grounds for the past few years. The opening of the first Sean John shop in El Corte Inglés was in March and this will grow into 15 doors by year 2010, with possible expansion into Portugal in 2010. El Corte Inglés is the largest department store in Spain with 68 branches in Spain alone, and 2 in Portugal.

Although owned by a hip hop mogul, there’s still no words from Sean John insiders on whether Sean “Diddy” Combs as CEO and founder of the brand will visit Spain to promote the launch. SoJones.com will keep you updated.

Sean John apparel is available here.

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