Ben Sherman Exits Women’s Wear: Sad For Company But Irrelevant To Most Of Us

Plaid shirt purveyor Ben Sherman announced today that it would exit the womenswear market, which currently accounts for 10-15% of the company’s overall sales. (Ben Sherman is owned by Oxford Industries, a group of companies that also includes Tommy Bahama.)

From Ben Sherman’s perspective, this decision makes total sense. If its bread and butter is menswear and the company is struggling–net sales decreased by 30.7% to $47.8 million over the first half of 2009–why not focus on its strengths? While the Ben Sherman brand–established in the 1960s as a label for male Mods–may target a young demographic, there’s no doubt in my mind that while many guys proclaim B.S.’s shirt to be a favorite, very few 16-year-old girls are clamoring to score its snowboarder-meets preppy-meets hipster wares.

But here’s a not-so-bold prediction: I wouldn’t be surprised if, in January 2010, Oxford announces a licensing deal with a big Asian company to produce the womenswear, which means Ben Sherman for girls could yet again show up in a Macy’s–or Kohls–near you within the next six months. It would be easy money for Oxford and an easier launch for a mass retailer (since consumers are already familiar with the name). As we’ve learned over the past decade, a brand is never really dead.