{"id":213939,"date":"2019-05-15T07:00:14","date_gmt":"2019-05-15T10:00:14","guid":{"rendered":"https:\/\/anba.com.br\/?p=213939"},"modified":"2019-06-30T18:35:44","modified_gmt":"2019-06-30T21:35:44","slug":"short-shorts-brand-to-open-outlet-in-saudi-arabia","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/short-shorts-brand-to-open-outlet-in-saudi-arabia\/","title":{"rendered":"Short shorts brand to open outlet in Saudi Arabia"},"content":{"rendered":"

S\u00e3o Paulo \u2013 Brazilian brand Shorts Co., which specializes in men\u2019s shorts, is opening a store in Saudi Arabia. It has partnered up with a Saudi distributor, which will be responsible for opening the franchise outlet. It\u2019ll also sell the items to multi-brand stores in Arab countries across the Middle East. Shorts Co. CEO Michel Lassner (pictured above, on the left<\/em>), expects the unit to open in the second half of this year. He points out, however, that certificates and registers are pending issuance before an actual date is set.<\/p>\n

This Saudi distributor has already ordered 3,500 items, which should kickstart the brand in the Arab market. Lassner believes in his brand\u2019s potential in Saudi Arabia, since the summer\u2019s hot and men wear short shorts. Women will put on beachwear in closed-off places, or underneath their Islamic attire. According to him, the pricing will be competitive.<\/p>\n

Shorts Co. features a comprehensive, sophisticated beachwear line, with items for men, women and kids. The catalog includes bikinis, speedos, one-piece swimsuits and shorts; beach wraps, T-shirts, shirts, polo shirts, jackets, blouses and shoes. The brand\u2019s idea is that besides being worn to the beach or swimming pool, men\u2019s shorts can be an addition to post-beach outfits with linen or polo shirts, for instance.<\/p>\n

The Shorts Co. rep in Germany was the one who first got in touch with the Saudi distributor. Lassner relates that talks evolved until trust had been secured. That was when he introduced Shorts Co. to this Saudi player, who distributes international brands in the Middle East. The Brazilian company invited him to Brazil, to see the operations up close, and then the agreement was reached.<\/p>\n

Shorts Co. items will get shipped to Saudi Arabia as-is, with no adaptations, but short shorts containing prints of drinks or bodies will be left out. The advertising campaign itself will be adapted.<\/p>\n

(Story continues after photo gallery)<\/em><\/p>\n