European men’s fashion maker, Peine Group, has expanded its partnership with the largest Chinese men’s clothing group, Shandong Ruyi Technology Group.

With its Barutti and Masterhand brands, the Peine Group is one of the European specialists for sophisticated men’s fashion in the mid-to-higher price segment. Originating from the clothing company founded in Wilhelmshaven in 1948, Bawi, the company has been a fixed component of the German men’s clothing market for more than 50 years.

The new agreement includes expansion into the Asian markets as well as securing of further corporate financing for the Peine Group, among other things.

The partners now plan to launch the Barutti and Masterhand brands in Asian markets. They will also cooperate and support in strategic acquisitions in Europe as well as the securing of further corporate financing and collaborate in the area of research and product development.

“Whether and to what extent the Peine Group will shift some areas of its production to the new parent company is not yet decided, on the other hand. We will work toward this topic with great care and caution,” said Peine Group CEO Jan Leuze.

“We have complete freedom of action when it comes to operations. The sole crucial element is what the customer and the market expects of us and how we can best fulfil this.”

Leuze also emphasised that Ruyi as new majority partner also stands completely behind the Peine Group financially and will actively accompany its further growth.