The challenges of dealing with returns are huge for e-commerce retailers and logistics operators alike, as returns continue to increase despite best efforts to reduce them. In December 2024, a report from the National Retail Federation showed that retailers in the US estimated that 16.9% (US$890bn) of their annual sales were returned last year. In the UK, online returns hit £27bn (US$34bn) in 2024, according to a recent report from Retail Economics.

Investment in managing this problem is high. Fortune Business Insights has previously estimated that the global reverse logistics market will grow from US$768.59bn in 2023 to US$1.17tn in 2032. The huge growth in less than a decade shows that logistics operators are serious about helping retailers better manage the problem – and investment in technology is key to their ability to do so.

Understanding the returns challenge

There are many reasons for returns, including customers being dissatisfied with what they have ordered, ordering multiple sizes of clothing with the intention to return (known as bracketing), abusing returns policies, or simply changing their minds about what they have ordered.

Retailers and their logistics partners need to quickly understand which of these returns reasons are being used (and whether they are truthful), identify whether products are fit for resale and then route them into the supply chain as quickly as possible for resale or disposal by other means to maximize their worth.

The costs incurred during this process are crippling retail businesses. “For retailers, the cost of returns is about far more than the price of sending a parcel back,” explains Marko Kiers, chief commercial officer at ReBound. “The hidden costs, such as time spent managing carriers, handling customer service queries and warehouse space for the piles of returned items, all add up. The value of items can also come down in the time it takes for a product to be returned to stock and sold to another customer.”

Tech investments

Technology can of course help streamline returns management. Tony Sciarrotta, executive director of the Reverse Logistics Association (RLA), explains, “Artificial intelligence is being used to analyze return reasons, assess product conditions and determine whether an item should be resold, refurbished or recycled, while smart return labels and QR codes provide visibility into tracking and processing returned goods.”

Kraig Foreman, president of e-commerce at DHL Supply Chain, believes that technology plays a crucial role in the returns process because it affects almost every area of the reverse supply chain. “Key areas include providing visibility to initiation and inbound transportation data, improving operational productivity through automation, enhancing the speed and accuracy of credit back to customers and performing advanced analytics to deliver actionable insights. These insights can maximize value recovery, optimize inventory, drive continuous improvement and even reduce returns,” he reports.

The need to monitor where returns are in the process is crucial and has led to the emergence of returns management platforms. “Integrated with warehouse and order management systems, returns management platforms are central to this transformation, enabling real-time tracking of items as they move through the returns pipeline,” confirms Jerrad Hampson, managing director at Liberty Jai, which is working with returns management platform supplier At Last.

Finding new partners

Many logistics suppliers are investing in third-party suppliers that already have the tech they require. “There is a growing recognition of the value that challenger brands and startups bring to the table,” continues Hampson. “These smaller, agile players are often better equipped to innovate and respond quickly to the specific needs of retailers. Unlike legacy providers, challenger companies focus on bespoke solutions and cutting-edge technology. This combination allows them to address unique retailer pain points and align with long-term goals such as sustainability and advanced data integration.”

Logistics giants are realizing such value. UPS is a year into its integration of Happy Returns, and in January 2025, DHL Supply Chain announced it had strengthened its returns offer with the acquisition of Inmar Supply Chain Solutions. According to DHL, the deal made it the largest returns processing provider in North America.

“The acquisition brings a wealth of experience, technology and returns-specific services to DHL Supply Chain that enhance our portfolio of capabilities,” explains DHL’s Foreman. “These include a team of knowledgeable returns experts, a national network of multiclient returns centers, a proprietary returns management software platform that processes more than 500 million items annually and many specialized reverse logistics services including recall management, product remarketing and regulatory compliance capabilities.

“Because moving returned products quickly back out into the market to optimize value is critical, we plan to integrate all these capabilities with DHL’s fulfillment services to create a new standard in the reverse logistics industry.”

Consumer habits

The need to improve the efficiency of the returns process isn’t just important to maximize resale value and reduce costs – it’s also a key factor in a customer’s choice of retailer in the first place.

“Our data shows that 67% of customers check a returns policy before completing a purchase,” says ReBound’s Kiers. “Features shoppers look for include an easy way to initiate returns, such as user-friendly return portals, convenient options to send items back and quick refunds. Customers are used to real-time tracking of deliveries and expect the same clarity for return status too.”

For a long time, this process has been free to customers – despite the immense cost to retailers. But this is now changing as retailers – for economic and environmental reasons – introduce paid online returns. This is particularly evident in the fashion industry, where returns are highest and retailers aim to discourage over-purchasing. They are also rerouting items to stores where returns remain free, meaning goods can be processed and refunds given more quickly.

In the UK, Zara was among the first to introduce paid-for online returns in 2022. By 2024, the Which? consumer organization reported that of the top 20 biggest UK online fashion retailers, more than half no longer offered free postal returns.

The expansion of paid returns

Paid-for returns are an emotive subject. According to the NRF report, more than three-quarters (76%) of consumers said that free returns are a key factor when deciding where to shop. More than two-thirds (67%) said a negative returns experience would discourage them from shopping with a retailer again.

Linda Ellett, head of consumer, retail and leisure for KPMG UK, argues that returns abuse by some customers means it’s no surprise that some retailers are responding by withdrawing non-store free returns, but it’s a big step in a market where some competitors aren’t following suit.

She believes that technology investment can help deliver an alternative to ending a free postal returns service: “One where customer data is better utilized to categorize customers into those making genuine returns choices versus the unprofitable serial returner cohort – who are costing the business through the scale and regularity of their returns,” she says.

This will be important for future loyalty. “As tech evolves, including AI, the ability to target those taking advantage of free returns policies will improve and will help retailers reduce the risk of losing those who could become a lifetime shopper and are just gradually becoming accustomed to the brand’s sizing and fit. Tech will also help assess seasonal and demographic analysis of returns data, making it more predictive and thus managing stock levels to allow for returns,” she adds.

Smooth returns and fast refunds

In the meantime, for those retailers that have decided to end free online returns, investment in technology to enable an improved returns process is even more important. “A smooth returns process with a fast refund is crucial to helping customers adjust to the end of free returns,” comments Stijn Meeus, managing director of marketing at FedEx Europe.

Careful explanation also helps, according to RLA’s Sciarrotta. “Returns policies that set up-front expectations and highlight the benefits of a paid return system can help facilitate consumer acceptance,” he says.

Reducing friction is key. According to the NRF report, 84% of consumers are more likely to shop with retailers that offer no-box/no-label returns and immediate refunds. DHL’s Foreman believes the popularity of package-free drop-off options is no surprise as it’s a win-win for all. “The consumer gets their refund faster without printing labels or wrestling with packaging, and the retailer can consolidate shipments to reduce transportation costs,” he explains.

UPS’s 2024 purchase of reverse logistics specialist Happy Returns from PayPal was driven in part by the company’s return bar locations in the US, where customers can drop off their returns without a label or box. Refunds or exchanges are approved instantly and the goods are shipped to where they need to go.

According to UPS CEO Carol B Tomé, “By combining Happy Returns’ easy digital experience and established drop-off points with UPS’s small package network and footprint of close to 5,200 The UPS Store locations, box-free, label-free returns will soon be available at more than 12,000 convenient locations in the US.”

Data-driven collaboration

The NRF report shows how much of a priority returns investment is for retailers, with more than two-thirds (68%)  prioritizing upgrading their returns capability this year. For many retailers, it’s about working closely with logistics partners to manage the reverse logistics process and understand the returns data it generates.

“Data from reverse logistics software is essential for both retailers and logistics operators,” says FedEx’s Meeus. “For retailers, return data provides valuable insights into product quality, pricing, customer expectations and even website accuracy – helping them refine product offerings and prevent future returns. For logistics operators, it enables better volume forecasting and operational efficiency. Real-time tracking, proactive problem-solving and clear communication all play a role in managing returns smoothly.

“By leveraging these insights, retailers can improve the overall customer experience, while logistics partners can optimize workflows to handle returns more effectively.”

And, as mentioned previously, customers can be turned off by retailers that haven’t got their reverse logistics options in good shape to make returns as seamless and convenient as possible. “They want flexible options – digital labels, easy drop-off locations, package-free returns and even at-home pickups – all designed to simplify the process and speed up refunds or replacements,” adds Meeus. “Transparency is also key. Automated notifications and real-time tracking keep customers informed and build trust. In today’s e-commerce-driven world, convenience, flexibility and clear communication aren’t just perks – they’re expectations that drive loyalty and repeat sales.”

Educating the customer

Data can also be used to educate customers, which may lead to reduced returns, according to ReBound’s Kiers: “Logistics partners can help by educating customers on sustainable returns and responsible shopping behaviors that can foster a cultural shift toward more intentional purchasing and returning habits.”

Meeus believes collaboration between retailers and logistics partners is essential to drive consumer change around returns. “Retailers, being on the front lines, can gather valuable, real-time feedback on evolving customer expectations,” he explains. “By working together to aggregate this insight, they can co-create innovative return solutions that meet emerging demands – whether that’s faster processing, more drop-off options or label-free returns. Leveraging real-time data effectively is key, but accuracy and consistency across systems are crucial. With the right technology and seamless data integration, logistics partners can help retailers implement smarter, faster and more convenient return experiences that align with consumer needs.”

All this means that the reverse logistics process has changed for good, according to Liberty Jai’s Hampson: “Reverse logistics is no longer just about getting products back into the supply chain –  it’s about adding value at every stage of the process,” he concludes.

Spotting return fraud

As well as improving the returns process, investment in technology and automation can help retailers spot and manage return fraud. According to the 2024 Consumer Returns in the Retail Industry report by Appriss Retail and Deloitte, US retailers face a US$103bn loss due to fraudulent returns and claims, which accounted for 15% of all returns in 2024.

Return fraud can take a number of guises, including customers shipping back different goods as they try to fool the system. “We’ve seen extreme cases where incorrect items such as bottled water or old books have been returned in place of brand-new shoes,” explains ReBound’s Marko Kiers.

Tony Sciarrotta of the Reverse Logistics Association argues that technology tools such as AI, automation and tracking can enable retailers to implement stricter validation measures while still maintaining a smooth customer experience. “Technology can help identify return patterns and flag suspicious activity, such as high-frequency returners, returns of used or counterfeit items, or refund requests without product returns,” he asserts. “Serialized tracking allows retailers to confirm a returned product was purchased from the retailer and not a counterfeit or a stolen item, while smart return labels and QR codes also help authenticate returns by linking them directly to the customer’s purchase history.”

A combination of technology, such as digital returns data, and human interaction, such as physical checks at local returns hubs, can also help combat fraud and enable fast refunds without genuine customers being made to feel like criminals.

At DHL Supply Chain, Kraig Foreman explains that for products such as apparel, the company’s returns management software displays photos of the expected item, which the returns processor can compare with the actual item received, alongside instructions on how to identify certain characteristics to ensure it’s not a fake. “For high-value luxury goods, high-resolution scanning technology can be used to compare the item received against a photo that was taken of the item before it was sold. Tech devices are powered up and plugged in to diagnostic testing equipment that can read serial numbers and consult manufacturer databases in real time to validate authenticity and chain of custody,” Foreman notes.

“Return fraud is a growing challenge, and technology will play a crucial role in addressing it,” asserts Stijn Meeus at FedEx Europe. “There is so much data out there that highlights the sheer scale of the issue. AI and other advanced analytics tools will likely help retailers detect patterns of fraudulent behavior, from wardrobing [buying a garment to wear once and then return] to receipt fraud. As return policies evolve, leveraging tech to spot and prevent abuse will be key to protecting both retailers and honest customers.”

Royal Mail transforms e-commerce returns with Stamp Free

In February, digital shipping company Stamp Free announced a new partnership with Royal Mail in the UK to offer a seamless, efficient and user-friendly returns experience using the company’s AppFree platform.

Royal Mail customers can now send their e-commerce returns quickly and easily using WhatsApp. Shoppers simply initiate the return by sending a message on WhatsApp or scanning a QR code that launches WhatsApp. They then log their return details via WhatsApp, receiving either a QR code for in-person drop-off or a printable label for their parcel.

Royal Mail processes the returns through drop-off points or doorstep collection – with all tracking updates still self-contained in WhatsApp, giving transparency and peace of mind during the return journey.

“We’re thrilled to partner with Royal Mail to bring this innovative returns solution to the market,” said Hugh Craigie Halkett, CEO and founder at Stamp Free. “By leveraging the power of WhatsApp, we’re making returns as effortless as sending a message to a friend. Together, Stamp Free and Royal Mail are redefining the way e-commerce retailers approach returns, offering a service that is not only efficient but also customer friendly.”

Stamp Free is currently developing integration capabilities with other universally adopted messaging apps such as iMessage and Facebook Messenger.

Author Credits- Hazel King, Parcel and postal technology INTERNATIONAL

Nordic postal service provider Posti has announced it will serve as a logistics partner in the Nordic and Baltic markets for Product as a Service (PaaS) provider Black Winch. The company will also provide solutions for in-house product maintenance and related services.

According to Posti, a PaaS model is truly viable only when equipment can be used by multiple users over its lifecycle, with the ability to maintain and rotate assets efficiently among customers the foundation of profitability. This makes logistics not just a support function, but a critical success factor for the entire business model.

“We’re excited to join forces with Black Winch to accelerate PaaS adoption. By combining their hands-on approach with our advanced logistics and fulfillment network, we’re helping businesses unlock new revenue streams while improving efficiency and sustainability,” explained Peter Ervasalo, who oversees Posti’s fulfillment and logistics services in Sweden.

The two companies will work together to offer companies in the Nordics and Baltics a clear roadmap, seamless logistics solutions and end-to-end support for the execution of the PaaS business model.

“Our customers want practical solutions to move from selling products to selling an outcome,” said Yann Toutant, CEO of Black Winch. “With Posti on board, we’re making that shift seamless, profitable and scalable.”

Author Credits- Hazel King, Parcel and postal technology INTERNATIONAL

Flipkart’s quick commerce arm Flipkart Minutes is targeting the launch of 800 dark stores across India by the end of 2025 to bolster its logistics network. The business sees adding more mini-warehouses as central to its expansion plans.

“We launched our own quick commerce product, Flipkart Minutes, nine months ago,” said Flipkart Group’s CEO Kalyan Krishnamurthy during Walmart’s annual investor community meeting, Apparel Resources India reported. “We only had roughly 100 stores when we first opened. We have now nearly reached 300 stores. We’re likely to reach 800 stores by the end of this year.”

Flipkart Minutes operates in a competitive space dominated by established players such as Zepto, Swiggy Instamart, and Blinkit, Zomato’s quick commerce platform. The service promises delivery within 15 to 20 minutes from strategically located dark stores in select metro locations.

Krishnamurthy emphasised the importance of infrastructure for growth and stated that customers in the target market for quick commerce have high standards. Naming the supply chain as the most crucial component to the success of Flipkart Minutes, Krishnamurthy noted that it must be scalable, technologically equipped, nimble, and dependable. Flipkart Minutes is designed to meet the growing demand for ultra-fast deliveries, with dark stores acting as localised hubs to ensure speed and efficiency across high-density urban markets.

Author Credits- Isabelle Crossley, FASHION NETWORK

Cricketer Virat Kohli has ended his Rs 110 crore deal with Puma to invest in Agilitas, an Indian sportswear startup founded by former Puma India managing director Abhishek Ganguly. The move is aimed at building a global sportswear brand from India, with Kohli backing the business both financially and strategically.

“Sports brand Puma confirms the end of its longtime partnership with cricketer and brand ambassador Virat Kohli,” said a spokesperson for Puma, ET Retail reported. “Puma wishes Virat the best for his future endeavours and said it was a wonderful association with him spanning over several years, many outstanding campaigns, and path-breaking product collaborations.”

Agilitas, launched in 2023, will now house and expand Kohli’s personal brand One8, which debuted in 2017, Apparel Resources India reported. The company will spearhead retail expansion for One8 across India and international markets. Kohli and Ganguly have worked closely since the cricketer first signed with Puma in 2017.

Agilitas has raised over Rs 530 crore from investors including Nexus Venture Partners and Convergent Finance. The company acquired sports footwear manufacturer Mochiko Shoes and holds a 40-year licence for Italian label Lotto across India, South Africa, and Australia, strengthening its manufacturing and distribution capabilities.

Author Credits- Isabelle Crossley, FASHION NETWORK

Quiqup, a UAE-based e-commerce logistics provider, has launched its core fulfillment and delivery services in Saudi Arabia, marking a major milestone in its regional expansion.

This move is backed by the strategic support of the Mohammed bin Rashid Innovation Fund, which has played a pivotal role in helping Quiqup expand its operations and double its business in the past two years.

The company’s expansion comes after its notable impact on the UAE’s e-commerce ecosystem and aligns with its strategy to offer integrated logistics solutions to businesses across the GCC.

Founded in the UAE in 2017, Quiqup provides comprehensive logistics services, focusing on small and medium-sized enterprises. The company offers storage, sorting, packaging, and delivery services. With its expansion into Saudi Arabia, commercial clients in the Kingdom can now access Quiqup’s reliable and efficient fulfillment services.

Fatima Yousif Alnaqbi, acting assistant undersecretary for the support services sector at UAE Ministry of Finance, and the ministry’s representative at MBRIF, said: “Supporting the success of high-potential innovators who contribute to economic growth is one of the core objectives of the Mohammed bin Rashid Innovation Fund. Quiqup’s journey exemplifies how strategic support, combined with innovation and market expertise, can drive a company’s growth and create a meaningful economic impact.”

She added: “Over the past few years, we have worked closely with Quiqup through our Guarantee Scheme and have seen the company’s outstanding potential in reshaping the e-commerce logistics sector in the UAE. Its expansion into Saudi Arabia is a testament to its ability to apply its expertise and innovative solutions in new markets. We look forward to supporting its continued growth across the region.”

Bassel El-Koussa, CEO of Quiqup, said: “Our expansion into Saudi Arabia is a natural next step, driven by our customers’ evolving needs.”

With the increasing demand for seamless cross-border logistics solutions, we are proud to extend our services to neighboring markets. We see the GCC as a connected e-commerce ecosystem where operational efficiencies in one market enhance the overall regional performance.”

“By building a robust and integrated platform, we are not only expanding our reach but also contributing to a more efficient and interconnected logistics network. Our strong track record in the UAE serves as a solid foundation for our operations in Saudi Arabia, and we look forward to working with e-commerce businesses in the Kingdom to support their growth and contribute to the local economy,” he added.

News Credits- ARAB NEWS

Isha Ambani says that through Reliance Retail, she wants to empower millions of Indian consumers, especially those in rural India.

Isha Ambani works on a broader vision for Reliance Retail, which she heads as executive director. She tells Fortune India that her role transcends the conventional boundaries of business leadership. Recently her mother Nita Ambani revealed that it was Isha who chose to lead Reliance Retail based on her personal interests. Isha says that through Reliance Retail, she wants to empower millions of Indian consumers, especially those in rural India.

“My role transcends the conventional boundaries of business leadership. It is my sacred duty to ensure that Reliance Retail’s growth is intrinsically linked to India’s growth story,” she says. The company’s success will be measured not just by the financial performance, but by the positive and lasting impact it has on the lives of millions, and the contribution it makes to the nation’s progress, she adds.

“Our mission is to bridge the urban-rural divide by democratising access to quality goods and services, empowering millions of Indian consumers, especially those in rural Bharat. This goes beyond mere commerce; it is about fostering inclusive growth and uplifting the aspirations of every Indian,” she sa​ys.

The retailer is committed to fuelling the nation’s economic engine by creating sustainable livelihoods, nurturing a vibrant ecosystem of micro, small, and medium enterprises, and ensuring affordable access to essential products, explains Isha.

At Reliance Retail, Isha was instrumental in boosting supply chain infrastructure and omni-channel capabilities. She is also building the FMCG business, introducing a bouquet of brands and strategic partnerships. She is also developing a designer label powerhouse for the apparel and lifestyle business. When she joined the business in FY15, Reliance Retail had 2,621 stores and it increased to 19,102 stores in December 2024. Reliance Retail Ventures Ltd posted gross revenue of ₹3,06,786 crore in FY24, a growth of 17.8% over FY23. The net profit increased 20.9% to ₹11,101 crore.

“In an era of rapid technological advancement, Reliance Retail is dedicated to pioneering Bharat-centric innovation. We are leveraging cutting-edge technologies, including AI-driven solutions, to tailor customer experiences to the unique needs and preferences of the Indian consumer,” she says.

The company is deeply invested in empowering farmers by building robust supply chains that ensure fair prices and market access, says Isha. “We are actively engaging with local communities, investing in their development, and fostering a culture of shared prosperity.”

Looking back, Isha says that if she ever got a chance to speak to her younger self, she would have said, “Trust yourself more”. “You do not need to have all the answers right away, but you should constantly back yourself and believe in your instincts. There will be moments of doubt. Allow them to fuel your growth, not your fear. Keep going. You are stronger than you think,” she says. “Never lose sight of the bigger picture and stay true to core values. Utilise obstacles and difficult moments as opportunities to grow. Never be scared of taking risks because it is the risk-taker who makes a difference in this world,” she says.

Author Credits- Nevin John, FORTUNE INDIA

Raymond Lifestyle Ltd has announced the resignation of Ravi Dhariwal as a director on the board of the company with effect April 11, 2025.

Earlier this year, the company had announced the departure of Sunil Kataria as managing director. Currently, the senior management team led by executive chairman Gautam Hari Singhania is overseeing the business operations at the company.

Commenting on his resignation, Gautam Hari Singhania, chairman Raymond Lifestyle Ltd in a statement said, “We are thankful for Ravi’s contribution to Raymond Lifestyle Limited during his tenure. He brought in a lot of insights especially from the consumer side during his tenure. We wish him the very best for his future assignments.”

Ravi Dhariwal added, “I would like to thank the Executive Chairman, other fellow members of the Board and the Executives of the Company I have worked with for making my stint meaningful to me. I shall always cherish the time I spent with you and carry fond memories of Raymond Lifestyle.”

Raymond Lifestyle Ltd’s portfolio of brands include Park Avenue, Colorplus, Parx, ‘Raymond Made to Measure, Raymond Ready to Wear, SleepZ by Raymond and Ethnix by Raymond amongst others. It has one of the largest retail networks with over 1,650 stores across 600 cities in India.

Author Credits- Maverick Martins, FASHION NETWORK

Global apparel retailer Uniqlo has launched its ‘Heart of Lifewear’ initiative in India through which it donates new clothing to communities in need around the world.

As part of this initiative, Uniqlo will provide summer relief to underprivileged children in New Delhi by donating 10,000 light, breathable Airism t-shirts.

The brand has partnered with Khushii Foundation which will facilitate the donation drive in schools across in Delhi NCR throughout April and the first week of May.

Commenting on the initiative, Kenji Inoue, chief operating officer at Uniqlo India in a statement said, “Uniqlo has always believed in making a difference – not just through its clothing, but by giving back to society, and improving everyday lives in meaningful ways. Through our global initiative, we are providing clothing support to the children of Khushii Foundation, keeping them cool and comfortable through the scorching summer season.”

“This initiative is a small way of expressing our gratitude to Indian society while reaffirming our commitment to creating a positive impact. We hope this initiative brings the children some much-needed comfort and joy,” he added.

Launched in celebration of Uniqlo’s 40th anniversary, the initiative aims to improve lives through quality clothing.

Author Credits- Maverick Martins, FASHION NETWORK

Magicpin, a hyperlocal e-commerce platform reported a 20 percent year-on-year growth in gross merchandise value to Rs 1,000 crore ($120 million) from its fashion vertical during the financial year 2025.

The company added 6,000 new stores in the fashion category to take its total count to 16,000 stores comprising of over 250 brands.

Magicpin plans to partner with more fashion stores offering Indian and international brands to further fuel its growth in the coming years.

Commenting on the growth, Naman Mawandia, chief experience officer enterprise brands at Magicpin in a statement said, “We are excited to witness the robust growth of our fashion business, which has been a core focus area for us. Adding 6000 fashion stores across 100 brands taking it to 16,000 fashion stores and 250+ brands live on the platform highlights the immense value Magicpin creates for offline retailers and brands.”

Founded by Anshoo Sharma and Brij Bhushan in 2016, Magicpin connects hyperlocal merchants and brands with consumers. It claims to have over 2.5 lakh merchants on the platform with a customer base of 50 lakh across 20 cities.

Author Credits- Maverick Martins, FASHION NETWORK

Rag & Bone is set to launch its first-ever watch collection.

The New York-based fashion brand, jointly owned by Guess and global brand management firm WHP Global, has announced a new five-year licensing agreement with Sequel, a division of Timex Group and longtime Guess watch partner, to create and distribute a premium line of watches under the Rag & Bone name.

The inaugural Rag & Bone watch collection is set to launch in Fall 2025 and will be available in premium department stores, specialty retailers, and Rag & Bone boutiques worldwide.

“As one of our first licensees, Guess has been partnering with Sequel for over 40 years in designing high quality fashion watches,” said Paul Marciano, Guess co-founder and chief creative officer.

“Since the acquisition of Rag & Bone, we believe this is another extension of the business from which Rag & Bone will benefit. With the expertise, knowledge, and attention to detail of the highly talented team, we are confident that it will be a great addition to the lifestyle of Rag & Bone.”

Founded in 2002, Rag & Bone has earned a loyal following for its modern take on American style, blending traditional craftsmanship with modern cultural references.

The upcoming watch collection marks the brand’s latest expansion into lifestyle categories. Last month, it announced a five-year licensing partnership with Signal Brands to develop and expand Rag & Bone’s handbags and small leather goods category.

“We’re incredibly proud to introduce the first-ever Rag & Bone watch collection to consumers around the world,” added Brett Gibson, Sequel president & chief commercial officer.

“This launch marks an exciting new chapter in our longstanding partnership with Guess now strengthened even further through our collaboration with WHP Global. The debut collection builds on the authenticity, quality, and craftsmanship that define Rag & Bone fusing its iconic aesthetic with our decades of watchmaking expertise.”

Author Credits- Jennifer Braun, FASHION NETWORK