Brand Machine Group enters Australia, has wider APAC target

By

Sandra Halliday

Published
Jun 4, 2024

UK-based Brand Machine Group has expanded into Australia with its new Sydney showroom showcasing its global fashion labels.

The specialist in branded fashion manufacture and licensing is making a big play to reach large Australian retailers with what it says is a “state-of-the-art showroom” in Surry Hills

And it added that the move “heralds BMG's broader expansion into Asia Pacific”. It gives buyers across the region access to its portfolio of brands for adults including U.S. Polo Assn., Penfield,  and Flyers American Born, plus kidswear brands such as New Balance apparel, Juicy Couture and Jack Wills.

We’re told the company is also “in advanced talks with major retailers to supply leading clothing brands to stores and online Australia-wide” for AW25.

Leading its Australian move is newly appointed Country Manager for ANZ, Kevin Cliffe, who was previously co-founder and Group Trading Director at MySale, “where he played a pivotal role in growing the company into a globally recognised online retailer”. 

BMG's CEO, Boo Jalil, said the company will “leverage its 40+ years of expertise in vertical manufacturing processes and its established network of international wholesale partners to seamlessly introduce its brands to the Australian market, while further advancing its investment and expansion across the Asia Pacific region”.

And Cliffe said he believes that “as the region’s fashion capital, Australia is the ideal launchpad for BMG’s expansion into the APAC market.

“The Australian fashion retailing sector continues to grow and evolve alongside new trends, changing consumer tastes, new technologies like AI and the increased focus on more conscious consumerism with sustainable and slow fashion, and we look forward to embracing these changes and shaping the future of fashion in the region.”