Since being placed into administration last July, fashion brand Bettina Liano has signed an alliance deal with the Apparel Group.

Liano will maintains 100 per cent control of her business, both the Bettina Liano and youth diffusion T by Bettina Liano brands in an exclusive association with the Australian fashion company, Apparel Group. She will retain the role of creative director for both brands, controlling the design, marketing and CEO of retail and online operations.

“Over the years the fashion retail and wholesale business model has changed, the manufacturing and supply chain role is complex as we continue to strive to create quality collections, therefore have established a strategic relationship with leading Australian fashion company Apparel Group. I can now focus my energy on taking the brand internationally, design, retail and marketing – what I love most,” she says.

Liano will maintain five retail stores, online business and her Myer association with the Bettina Liano brand and T by Bettina Liano.

Apparel Group will develop and grow the Bettina Liano brands through an exclusive agreement to sell and supply both domestic and international wholesale customers.

Apparel Group executive director Andrew Michael said: “Bettina Liano is a highly respected brand in Australia and has a long history of producing great fashion and denim ranges. We are delighted to be working with Bettina to develop the brands to the next level in Australia and overseas.”