London-based fashion business Brand Machine Group has officially entered the Australian market, launching a showroom in Sydney and commencing talks with retailers.
BMG manages 16 kidswear brands, including New Balance apparel, Juicy Couture and Jack Wills, as well as seven adult fashion brands across men’s and womenswear, such as U.S. Polo Assn., Penfield, and Flyers American Born.
The new Sydney showroom in Surry Hills is part of the company’s broader expansion into the Asia Pacific region.
BMG confirmed it is in advanced talks with major retailers to supply its clothing brands to stores and online Australia-wide for the autumn/winter 2025 season.
Spearheading its entry into Australasia is BMG’s newly appointed country manager for AU/NZ Kevin Cliffe. Cliffe most recently was the general manager at womenswear brand Belle and Bloom, and was chief digital officer at EziBuy. He is also the co-founder of MySale, with his last role being group trading director until 2021.
BMG CEO Boo Jalil said the company will leverage its 40-year history in vertical manufacturing processes and its established network of international wholesale partners to introduce its brands to the Australian market.
“Our arrival in the vibrant Australian market marks a significant milestone in our ongoing journey to revolutionise the e-commerce and retail landscape,” Jalil said. “Under Kevin’s leadership, we have every confidence that BMG will reach new heights and deliver exceptional outcomes for our retail partners and consumers alike.
"Kevin's proven ability to drive growth, along with his deep expertise in strategic operations, customer acquisition and market expansion, will be invaluable as we continue to expand our presence in Australia and the wider APAC region via wholesale, integration and direct-to-consumer avenues.
“This strategic approach reflects BMG's unwavering commitment to delivering quality products while staying true to the essence of each brand in its portfolio.”
Cliffe said he believed that as the region’s fashion capital, Australia is the ideal launchpad for BMG’s expansion into the APAC market.
“I could not be more excited to be leading BMG’s expansion into APAC with the opening of our showroom in Sydney and our growing cavalcade of first-class Australian retail partners,” Cliffe said.
“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.”