Australian retailers SurfStitch and General Pants have announced a new partnership.
The deal sees SurfStitch offer its customers the full General Pants portfolio of 11 private label brands across men's, women's and accessories.
The 11 General Pants brands available on SurfStitch from today include denim brands Insight and Neon Hart and general apparel brands Arvust and Alice In The Eve.
Alquemie Group executive chairman Richard Facioni said the partnership was driven by larger macro trends in the industry.
"We are excited to welcome General Pants to our growing marketplace offering and giving SurfStitch customers greater access to these fantastic brands.
"Recently we’ve seen macro trends in retail accelerate, including retailers and brands collaborating and actively working together to grow their respective businesses.
"We look forward to working with new and existing brand partners in the months ahead and introducing them to SurfStitch’s active, engaged customer base through our marketplace," he said.
The partnership comes as both General Pants and SurfStitch expand their operations, with SurfStitch recently signing an exclusive deal with Volcom for a Netflix-inspired collection, while General Pants is on a mission to grow its bricks-and-mortar footprint to 65 stores.
General Pants CEO Sacha Laing welcomed the partnership with SurfStitch.
"It’s our core focus to continue evolving and catering to the needs and demands of our customers.
"We’re thrilled to announce our new eCommerce partnership with SurfStitch," he said.