Perry Ellis International is finally getting the attention of Wall Street investors. Chairman and CEO George Feldenkreis pins its newfound success on its focus on brands, ranging from namesake Perry
Ellis to Original Penguin, Havanera, Cubavera, Jantzen, Savane, Ping, Pro Player, John Henry, PGA Tour and JAG. All told, the company's portfolio includes 27 national brands, with an estimated $180
million investment.
The Perry Ellis brand has gotten a makeover. The merchandise is now geared toward a 32- or 33-year-old man who is interested in fashion, but doesn't like to change.
Gone are the fitted shirts in bright pink and lime green that the company introduced in 2000, when it tried to relaunch the brand with a hip, new look. The focus is on black, neutrals and
blues.
To help build brand recognition and showcase merchandise, plans call for opening five to 10 Perry Ellis outlet stores, between two and five Original Penguin stores and a
Cubavera store at Miami International Airport.
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