Brand Machine Group acquires American Heritage Outdoor brand Penfield
Brand Machine Group acquires American Heritage Outdoor brand Penfield.
Penfield will globally launch wholesale AW21 menswear and womenswear collections in January 2021, the ranges will encompass the brands rich ‘New England’ DNA in capsules of functional outdoor styles.
Brand Machine Group has brought in Tom Duncan from Lyle and Scott as Brand Director. Tom says “The outdoors and it’s lifestyle is so pertinent in this day and age and we are looking forward to unlocking the brands incredible provenance and story within both sectors over the forthcoming seasons with a segmented proposition that delivers the function, innovation and quality that the brand was first built on”.
Jason Eames-Illingworth has also joined the group from Hunter as Chief Commercial Officer and says “There are few heritage brands that have the potential Penfield does to cross both lifestyle and performance outdoor sectors. We are looking forward to curating a distribution network that caters to our global consumer and our focus will be driving both the US and European direct to consumer and wholesale businesses alongside the delivery of a more geared product offer in the future”.
About Penfield
Penfield is an American outdoor brand, founded in 1979, that made its name by making performance outdoor product that could withstand the unpredictably harsh weather of the North-Eastern USA. Today, Penfield is as much a symbol of progressive streetwear as it is of the traditional New England outdoor style. From innovative fabrics to its exceptional use of colour and theme, Penfield is continually evolving its product lines to reflect the wandering spirit of its wearers. As the brand continues to evolve, Penfield remains true to its purpose: TO MAKE PRODUCT FOR A LIFE IN THE OPEN.