Ben Sherman now a safe choice but history could help its relaunch

The acquisition of Ben Sherman by an ambitious private equity firm is unlikely to cause ripples in the fashion industry. The brand may have history and heritage but, currently, it is at a low ebb as a trendsetter.

But this is something that can be turned to the new investors’ advantage. To relaunch a heritage brand successfully, it’s a good thing to be able to start from scratch and that’s what can happen with Ben Sherman. If once on a par with labels like Fred Perry for the mod set in the 60s and then through to the skinhead subculture, it has lost its cool. Ben Sherman has gone from niche to the anonymous shopping mall mainstream. A Ben Sherman shirt now is a safe, almost suburban, option for young men looking for smartness without the suit.

While there is nothing wrong with that, the new investors will be keen to bring some more hype. The heritage should provide the background for a successful relaunch. This will give them the edge over brand new labels, especially in men’s streetwear, where authenticity ticks a big box. This is an identity that should ring true to the brand and attract new consumers.

Other brands that have hit this sweet spot include Baracuta – who originally made the Harrington jacket – which relaunched in the mid-noughties with a heritage campaign, and Fred Perry, a brand with its signature polo shirt that has consistently drawn on its heritage while remaining relevant. Ben Sherman’s mod pedigree, with the right spin, would no doubt appeal to a new generation hungry for the latest retro look.

Looking at the current website, it seems there is little of this in the current Ben Sherman strategy. It is very product based, with stories around polka dot shirts and sale items including shoes for £30. What heritage nods there are come quite heavy-handed, such as T-shirts with union jack patterns. Nonetheless, this is a brand with history and potential, even if now is not the time for a complete overhaul.