Nautica in Spain tries on Etherington Mas

Etherington Mas Associates is helping to launch US fashion brand Nautica in the Spanish market for a fee of “around £90 000”, according to EMA founding partner Tim Etherington.

The consultancy will apply the interior retail concept, brand identity, graphics, lighting and furnishings to two stores in Marbella and Palma de Mallorca, which are expected to open in March.

“The idea is to keep the integrity of the Nautica brand that exists in the US. It’s very American and is better launched as a US brand [rather than] trying to give it a Spanish feel,” says Etherington.

EMA will work on brand implementation for further stores in Spain later in the year, claims the consultancy.

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