July 11, 2012, 4:06 PM

Take a chill pill: Tommy Bahama takes its island vibe global

The apparel e-retailer will ship to some 100 countries.

Thad Rueter

Senior Editor

Lead Photo

Even in this ever-so-connected world, some products don’t exactly carry themselves as genuine global players: vegemite (Australia), lutefisk (Scandinavia) and football (U.S. version). But one e-retailer is betting that consumers all around the world love the easy-going island lifestyle.

Apparel manufacturer and retailer Tommy Bahama Group Inc. said this week it will ship its “island-inspired” clothes and accessories to more than 100 countries. Tommy Bahama will expand internationally with the help of FiftyOne Global Ecommerce.

FiftyOne’s services enable retailers to market, sell and fulfill to consumers around the world; services include currency conversions on retail sites and cross-border delivery assistance.  Recently, J.Crew hired the vendor to help the apparel retailer expand to nearly 80 international markets.

Tommy Bahama has already opened retail stores in Macau and Singapore, and plans more locations in Hong Kong and Tokyo. "The launch of this next phase in our international strategy will give Tommy Bahama the ability to reach more customers around the world with our relaxed lifestyle message,” says Doug Wood, president and chief operating officer.

Tommy Bahama is a subsidiary of Oxford Industries Inc., which also owns online apparel retailers LillyPulitzer.com and BenShermanUSA.com.

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