How CP Brands Group is preparing an iconic British menswear name for a new global era
For CP Brands Group (CP Brands), reviving a brand is about much more than nostalgia. It is about recognizing untapped potential, understanding what made a brand resonate in the first place and rebuilding it with the right operational foundations for modern retail. That philosophy sits at the heart of CP Brands’ ambitious revival of iconic British menswear label, Thomas Pink. Known for its premium shirts, sharp tailoring and unmistakable personality, CP Brands bought the business in December in 2024 and has big plans for the revival of the label, as company CEO Eli Yedid explains: “My vision is to recreate the glory days of Thomas Pink and expand on it.”
A global leader in brand development, licensing, manufacturing and sales, CP Brands has offices located in New York and Shanghai, distributing to over 60,000 stores worldwide. For a company that has built its success through strategic brand ownership, global sourcing expertise and large-scale retail partnerships, the recent acquisition of Thomas Pink is a gateway into attainable luxury, international expansion and lifestyle branding on a broader scale – an exciting revival from a group shaped by an impressive entrepreneurial journey. The story begins with Eli’s father, who immigrated from Syria to the UK at 19 years old. “My father initially settled and learnt English in Manchester,” continues Eli. “A few years later, he made it to America which was his ultimate goal and, after years of working long hours in retail, he opened his own stores before eventually launching a wholesale trading business in 1986.” This was the starting point for CP Brands. At the time, the company operated as a general merchandise cash-and-carry business, selling everything from toys and fans to luggage and household products.
Eli says, as a child, he travelled with his father to trade shows and sourcing trips across Asia – experiences that would later shape his own entrepreneurial mindset. “I joined the business full-time after high school and immediately began pushing for a more focused strategy. The first thing I suggested to my father was specializing in one area.” This approach led the company into bags and luggage, eventually securing major retail relationships with some of America’s largest chains, including Kmart, Walmart and Target. Furthermore, Eli’s networking quickly paid off. “I was very pleasantly aggressive,” he laughs. “I learned golf to play tournaments with buyers. I’d take meetings anywhere I could and do everything possible to build relationships.”
One breakthrough moment came in 1991, when the company secured a $2.4 million order for a newly developed diaper bag range. “The whole company was doing about $600,000 at the time,” Eli notes. “That one order completely changed the trajectory.” From there, the business expanded rapidly into children’s apparel, licensed products and brand ownership strategies. “I started to realize that you have much more leverage if you own brands,” he adds. “You’re not just making products for retailers anymore. You own something of value.” Evolving from trading company to brand owner laid the foundations for today’s CP Brands, which now has a portfolio spanning childrenswear, activewear, outdoor apparel and lifestyle brands – including RBX, Milkberry, and now Thomas Pink – with collective retail sales approaching $1 billion.
Originally founded in London in 1984, the Thomas Pink brand had years of global success under LVMH ownership before changing hands several times in the post-pandemic retail landscape. “I specialize in buying brands that haven’t been completely diluted and reviving them,” Eli states. “Thomas Pink still had incredible equity and a high-quality product – the previous owners just couldn’t deliver and scale it the way the brand deserved. Almost everyone I know has Thomas Pink shirts in their closet!” Eli believes now is the right time for a comeback, as consumers are embracing elevated wardrobe staples and heritage-driven fashion. “We’re bringing it back under a much more expansive model,” he adds. “It’s not just a men’s dress shirt brand, but a full lifestyle brand.”
A major part of that strategy centers on international expansion. Under previous ownership, Thomas Pink operated primarily throughout the UK, making international purchases expensive and logistically difficult for customers outside Britain. CP Brands is now rebuilding the brand region by region, establishing localized operations and dedicated e-commerce platforms tailored to individual markets. “We’ll have Thomas Pink US, Thomas Pink China and Thomas Pink India,” Eli explains. “Each region will have a local inventory and local fulfilment. That takes time, but we believe within the next year we’ll be fully stocked globally.” India represents a major opportunity. “The appetite for British brands in India is extremely strong, and consumers really admire this British fashion heritage.” CP Brands plans to open three Thomas Pink stores in India within the next six to 12 months, with further expansion expected to follow.
The company is also relaunching in markets where the brand previously held strong recognition, including Mexico, while simultaneously rebuilding wholesale relationships with premium US department stores such as Bloomingdale’s, Nordstrom and Dillard’s. There are even plans for a flagship Manhattan location on Madison Avenue. Unlike traditional luxury expansion strategies, CP’s approach relies heavily on local expertise and regional operators. This localization extends into marketing, where ambassadors, influencers and brand storytelling will be tailored country by country. “The expansion of a beloved British brand isn’t as difficult when people are already familiar with it,” says Eli. “However, it still comes down to great products, strong partnerships and understanding each market properly.”
CP Brand’s broader ambition is clear: transform Thomas Pink from a respected menswear label into a globally recognized lifestyle brand with relevance across multiple categories and regions. Alongside Thomas Pink, it continues to diversify its wider portfolio, which includes activewear brand RBX, outdoor lifestyle label Avalanche and youth-focused streetwear brand Crossover Culture.
“In five years, I want CP Brands to be a truly global brand company,” Eli finishes. “Thomas Pink was a really good bridge for that.” The revival combines heritage, operational expertise and international retail strategy in equal measure, demonstrating how legacy brands can still thrive in today’s market when paired with the right leadership, infrastructure and long-term vision.