Meet Canterbury

Filed Under: Fashion Smashion Collection's Bureau

Canterbury is a company which, outside the States, is a household name. Now, the company is trying to take on America.

The New Zealand-based rugby company was recently purchased by British clothing and footwear retailer JD Sports Fashion plc, and they are now setting up a North American subsidiary for Canterbury, their first ever outside Europe.

The aim in the U.S. is less rugby-related, but rather the goal is to establish a solid lifestyle clothing brand, selling at Nordstrom and Neiman Marcus.

Colin Gillooly, who runs the American sect of the company, said:

“We’re not going to be famous because people will suddenly love the sport. We can’t stand on our rugby roots, but we can play to them. If people like the product and they read the label, it reinforces the purchase rather than initiates it. I think that’s what authentic heritage brands can do."

And they have a little help with publicity - the brand supplied costumes for Clint Eastwood's Invictus.

Good luck on the new frontier!

[Image courtesy of Canterbury.

Posted: December 31, 2009 at 1:00 pm