SurfStitch has announced a new partnership with General Pants Co.

The collaboration will offer SurfStitch customers access to the full portfolio of General Pants 11 private label brands across both men’s, women’s and accessories.

Richard Facioni, Executive Chairman, Alquemie Group said the partnership was part of a wider plan to strategically grow the SurfStitch consumer value proposition via marketplace.

“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.”

The eleven General Pants brands available from today include renowned denim brands Insight and Neon Hart, and in demand favourites Arvust and Alice In The Eve.

Sacha Laing, CEO, General Pants Co., said the partnership with SurfStitch will play a key role in the business’ accelerated growth strategy.

“It’s our core focus to continue evolving and catering to the needs and demands of our customers,” Laing said.

“We’re thrilled to announce our new e-commerce partnership with SurfStitch.”