As part of a global expansion strategy started in 2016, Guess is strengthening its Swiss-based underwear and beachwear business unit. The company has debuted a new strategy for the production and distribution of its collections worldwide and were at this season’s INDX event earlier in the week. The design, product development, quality control, sales, sourcing and planning are all handled at Guess Europe’s headquarters in Lugano to ensure the fastest possible growth in the European, Asian and American markets for the following collections: underwear, beachwear, activewear, nightwear, loungewear and legwear.
Distribution is increasing with the use of ‘local’ sales forces in the UK with Love Brands London headquarters and the brand is being taken on by both department stores and traditional lingerie outlets.
