US label Varvatos in Europe launch

  • @LauraHChesters

New York menswear designer John Varvatos, backed by Lion Capital, plans to take on the European fashion world with shops in major cities across the continent. The brand, which was founded in 2000 and counts celebrities Zac Efron and Ben Affleck as fans, will first open in London next year and hopes to add stores in Paris, Amsterdam, Copenhagen and Germany.

It has hired property agent CWM, for whom Scott Murdoch said: "US brands view London as the gateway to Europe and John Varvatos is the latest to follow this route."

The brand will open next spring in a former Belstaff shop at 12 Conduit Street in London - a large 9,000 square foot block that will be redeveloped.

The group last month drafted in former Diesel boss Cristiano Quieti as president and chief executive and opened its first store in Miami. It will follow this with Boston and Toronto later this year.