The Hurlingham Polo Association is to launch a range of branded clothing and luxury consumer products across China and the South East Asia region.
Polo's oldest governing body recently revealed a new brand identity to celebrate its 140th anniversary. It is this new identity which will carry the brand's prestige and luxuty credentials to consumers across the region.
The HPA has teamed with Pacific Licensing Studio, which will work on a line of products including luxury branded clothing such as polo shirts and jackets, as well as a diverse range of fashion accessories like leather goods and lifestyle accessories.
"Our announcement to award the licensing agreement to PLS for the APAC region represents the next step on our exciting journey as a brand, and a very significant step indeed," said Oliver Hughes, chief executive at the HPA. "We are fully confident that PLS will facilitate the HPA brand becoming accessible to millions of consumers in the region, whilst simultaneously preserving the heritage, values and ethos of the HPA brand."
Neal Rudge, partner at PLS, added: "The HPA brand is an incredibly exciting one; it is quintessentially British yet international, traditional yet modern, and it speaks of genuine luxury and exclusivity, all of which are highly desirable for the modern Asian consumer.
"We look forward to launching the brand across the region and seeing the resultant growth of the HPA as a result."