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Benrus partners with Lyft Brand Group and AD Sutton for backpack line

today Jan 15, 2018
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Military-inspired brand Benrus is launching a new backpack line with expanded distribution in partnership with brand management firm Lyft Brand Group (LBG) and distributor A.D. Sutton.

Photo: Lyft Brand Group

Benrus's 2018 back-to-school collection will offer military-influenced backpacks with Benrus' quirky design features across the US at key North American retailers and online.

According to the brand, this season's backpack collection "infuses [Benrus'] iconic heritage with updated styles with an emphasis on functionality, durable fabrics and military inspired detail."

Benrus, originally founded as a watch company in New York in 1921, has since grown into a lifestyle brand that offers apparel, bags and sunglasses in addition to its core watch collection.

LBG is a brand management company, founded by former Ben Sherman and Macy's executives, that licenses globally recognized brands across different territories. Its brands include LA-based California lifestyle brand Chip & Pepper in addition to Benrus.

A.D. Sutton is one of the largest North American distributors of backpacks and baby accessories. It supplies products throughout the US and Canada to retail partners including Target, Walmart, Amazon, Macy's, Nordstrom, KMart and Sears, Belk and Dillard's.

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