HAWICK Cashmere Company today became the first firm in the UK to secure a long-term licensing agreement to use the St Moritz brand name.
St Moritz, in Switzerland, was the first resort in the world to legally protect the use of its name and has selectively licensed its brand to luxury goods companies in the private sector.
The new knitwear collection will be sold in all nine of Hawick Cashmere’s stores in Europe and in over 100 retail outlets throughout Europe, the United States and the Far East.
Dr Hanspeter Danuser, managing director of the St Moritz Tourist Board, was set to formally sign the agreement with Hawick Cashmere managing director Jim Thomson at the official launch of the collection at the company’s newest store in St Moritz today.
Mr Thomson said: "Securing this licensing deal confirms our position internationally as a luxury brand leader in Scottish cashmere. The St Moritz name stands for style, quality, tradition and luxury and these are brand values very much in keeping with our company’s image."