ITOCHU Corporation (headquartered in Minato-ku, Tokyo; Masahiro Okafuji, President & CEO; hereinafter “ITOCHU”) announced today that it has acquired exclusive import and sales rights in the Japanese market for the French men’s clothing brand Breuer. Market release of the brand will start with its fall/winter collection through Coronet Corporation (headquartered in Chiyoda-ku, Tokyo; Shigeaki Chiba, President; hereinafter “Coronet”).
Breuer was founded in Vienna in 1892 as a pioneer in tie production, and moved its headquarters to Nice, France in 1951 after World War II. After releasing a signature Breuer brand tie on its 100th anniversary in 1992, the company entered retail in 1996. Having later expanded its aesthetic expertise to jackets and shirts, it established a position as a sophisticated men’s clothing brand, producing the men’s uniforms for the French delegation to the 2008 Beijing Olympics. It currently markets its collections in the United States, Italy, Spain, South Africa, Australia and other locations worldwide, garnering support from a broad range of age groups.
The Breuer brand upholds a concept of setting itself apart from mass trends and creating unique and sophisticated collections. It offers its characteristic style as a mix of a casual yet easy mood of bright, beautiful coloration reminiscent of Nice in southern France, where the brand is headquartered, and urban elegance of Paris, home of designer Walter Breuer. Using traditional handwork and techniques on quality materials it also pursues wearing comfort.
Its target in the Japanese market will mainly be adult men in their 30s to 50s, who have developed their own fashion style and have an affinity for sophisticated styling unaffected by trends. The brand will start releasing its products primarily through well-known department stores and major specialty stores, during which time it will develop items that accommodate Japanese body sizes in order to further heighten brand awareness, and it will aim for one billion yen sales in three years’ time based on retail prices.
- *Exhibitions planned (hosted by Coronet)
- Tokyo: July 22-24, Coronet Tokyo Office Showroom
- Osaka: July 29-31, Coronet Osaka Office Showroom
Retail price ranges of major items
Ties 10,000-18,000 yen
Jackets 70,000-160,000 yen
Shirts 20,000-30,000 yen
Pants 20,000-40,000 yen