A new project for Quebec entrepreneur Olivier Primeau will mark the first Canadian collaboration by JACK & JONES

MONTREAL, March 27, 2017 /CNW Telbec/ - The next few months will be very busy for the successful young entrepreneur Olivier Primeau. In addition to managing the BeachClub, which he acquired in 2015 with his father and brother, the ambitious thirtysomething will embark on a new business project. Guided by his ambition and his audacity, he will launch his energy into the men's fashion industry, with an exclusive clothing collection in partnership with Danish brand ORIGINALS by JACK & JONES.

Beach Day Every Day from head to toe

Olivier Primeau wants the Beachclub vibe to become a day-to-day life style. This is why he is teamed up with the ORIGINALS by JACK & JONES team to create a new clothing collection for men: Beach Day Every Day By JACK & JONES. ''We are excited to pursue our collaboration with Olivier and to partner with him on this project of a new lifestyle collection of clothing,'' says Bernard Bruneau, Retail Manager for JACK & JONES in Canada. For the Danish company, this is the first collaboration of its kind with a Canadian or a Quebecer. ''It is a wonderful opportunity for us to highlight our local market by working directly with a hometown personality, while keeping the Danish roots of the brand,'' says Geneviève Nault, Wholesale Sales Manager for JACK & JONES in Canada.

Involved in all parts of the project, Primeau is making sure that the final product will be vibrant, young and very current, reflecting the vibe of the Pointe-Calumet Beachclub. In all, the collection includes some forty pieces, including t-shirts, tank tops, caps, bags, shorts and sweatshirts, all offered in differents summer prints and colours inspired by the casual and colourful style of the influencer.

The Beach Day Every Day By JACK & JONES collection will be available on May 8^th, 2017 in approximately forty JACK & JONES retail stores and around thirty Hudson's Bay locations across Canada. The clothing will also be available online at jack-jones.ca and beachdayeveryday.co.

"The King of Snapchat" has fast become a social media icon with more than 150 million impressions, in addition to 8 million views on Facebook and 400 000 page views on olivierprimeau.com. To stay in the know about Olivier Primeau's projects, follow him on Instagram (oli_beachclub), Facebook (oliprimeau), Snapchat (oliprime) and on his personal website olivierprimeau.com.

You can also follow JACK & JONES on Instagram (jackandjones_canada) and Facebook (jackandjonescanada).

About BESTSELLER

BESTSELLER is a family-owned clothing and accessories company founded in Denmark in 1975 by Merete Bech Povlsen and Troels Holch Povlsen. BESTSELLER offers trendy clothes for women, men, teenagers and children through more than 20 different brands including JACK & JONES, VERO MODA, ONLY, NOISY MAY, and many more. BESTSELLER brands are sold in more than 70 markets across Europe, the Middle East, Canada, India and globally through e-commerce. BESTSELLER operates more than 3,000 stores in 38 countries and its products are sold in nearly 15,000 independent stores and large-scale stores.

About ORIGINALS BY JACK & JONES

ORIGINALS by JACK & JONES is a sub-brand of JACK & JONES, one of Europe's leading men's fashion brands with more than 1,000 stores in 38 countries. In Canada, JACK & JONES has more than 45 retail stores and can be found in most major retailers and a variety of independent boutiques. ORIGINALS by JACK & JONES is inspired by indie pop and urban culture. The style is vibrant and easy going and references are drawn from everything that influences the current trends. With the aspiration to be first movers, ORIGINALS by JACK & JONES is bold and daring, not afraid to stand out from the crowd. The brand provides hip and high quality products in a mix of colours and styles, giving everyone the possibility to customize an individual look. ORIGINALS by JACK & JONES provides a full range of items suitable for hip guys who are creative in their styling. The collection is driven by trends and emphasizes colourful items like printed T-shirts, casual shirts, sweatshirts and five-pocket jeans.

SOURCE BESTSELLER

Charles Lemay, Annexe Communications, [email protected], 514 844-8864, extension 118; Laurence Vezina, Annexe Communications, [email protected], 514 844-8864, extension 251