By Marcellous L. JONES

www.TheFashionInsider.com

October 25, 2007


Athens , Greece – At a press conference held at the Hotel Hilton in Athens , Greece , the American designer John Varvatos announced today the expansion of his successful menswear line into Europe .

“We currently have offices in London . We are in the process of moving our European operations into Milan ”, he said during the press conference.

“Our brand is not an American brand. It is a brand for people who appreciate certain things in fashion. Our move to Italy is strategic. Sales, marketing and purchasing [for menswear] are centralised in Milan .”

The new strategy includes deep penetration into Russia , France and Italy as well as heightened sales in Greece through the multiplication of sales points throughout the country. He went on to say on that point, “We want to open a free standing store. Our fragrance is doing very well here.”

Varvatos is in Athens where he opened the 6 th Hellenic Fashion Week. A second generation Greek-American, the designer was also presented a special award by the Hellenic Fashion Designers Association for his contributions to international fashion.