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It's launching a lucrative new product category.

It's all part of an initiative that helped launch We Are Handsome and Bec & Bridge's global business.

This major milestone comes just before the iconic brand's 100th anniversary.

Online sales for the retailer and its sister brand Amart Sports more than doubled in FY16.

“In an industry in transition, we believe our strategy is right and positions us well.”

This brand is about to roll out 22 premium concept stores within the department store.