Rugby-inspired Eden Park launches dedicated online store for US market

By

Godfrey Deeny

Published
Jun 3, 2020

Eden Park, the high-end French label inspired by rugby, has launched an online store dedicated to the United States.

The e-tail store marks a first step by Eden Park into the sportswear market in the United States – a nation not usually known for its love of rugby. The USA has only qualified for one rugby World Cup, compared to France, which was selected in nine tournaments.
 
Instantly recognizable by its famous Pink Bow Tie logo, Eden Park was founded back in 1988 by two former French international rugby players: Franck Mesnel and Eric Blanc. It takes its name from the historic stadium in Auckland, where the All Blacks won the debut Rugby World Cup final in June 1987, defeating a French team, for which Mesnel played out-half.

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Eden Park currently boasts some 350 domestic points of sale, making it a major player in France. Internationally, the brand retails in 37 other countries, adding another 217 points of sale across the globe. Loyal consumers are attracted to its blend of Le French Flair and its zany gentlemanly style.
 
“We want to offer the American public a hint of French inspiration. We would be so proud to touch the hearts of this great nation with a high-end product that also captures the spirit of the times. The challenge, like the United States itself, is massive. But it is up to us to meet that challenge with collections that are both original and very French,” said Eden Park's founding CEO, Mesnel, in a release.
 
He added that the brand is currently looking for “a bricks and mortar reference boutique in New York,” with plans to continue its expansion through multi-brand retail stores. 
 
The brand's new, dedicated online shop for the US (www.eden-park.us) offers a specially curated selection of the brand’s key menswear products: iconic Rugby jerseys; color-block polo shirts and embroidered tee-shirts. Each item bearing the signature Pink Bow Tie logo, occasionally featured in tone-on-tone or monochrome.