BALR relaunches in UK and Ireland for AW21
Luxury lifestyle brand BALR is relaunching in Britain and Ireland this season and has appointed Start agency as its UK sales partner. The Dutch label is launching in luxe department stores Harvey Nichols and Selfridges, as well as in Frasers Group’s fast-expanding Flannels chain.
The brand, which is known for its fashion, travel products and accessories for men and women, was founded eight years ago by former professional footballer Demy de Zeeuw, and entrepreneurs Juul Manders and Ralph de Geus. Their aim was to create a brand that would make a professional footballers’ lifestyle available to everyone and the products sell at premium-to-luxury prices.
BALR has benefited from the boost that celebrity sightings give it, with it being worn by names such as Cristiano Ronaldo, Dani Alvez, Neymar Jr, Torres, and Gabrielle Union. It has also been helped by collaborations with big brands like Puma, Rolex and Swarovski, and its sponsorship of the training kits for Manchester City Football team.
The relaunch coming as the UK and Ireland are opening back up following a successful vaccination drive in both countries seems like good timing as there’s plenty of pent-up demand for luxury fashion. And consumers have lots of spare cash that they’ve saved up during the lockdowns of the past 18 months.
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