US: Everlast skips into Chinese market
Everlast Worldwide has signed a master license agreement for mainland China with Brand Management Holdings (BMH) of Hong Kong.
The license includes Everlast boxing and fitness equipment, men's and women's apparel, men's and women's footwear and accessories.
Seth Horowitz, chairman, president and CEO of Everlast Worldwide, said: "This achieves one of our stated strategic initiatives in utilising a well established network to build retail distribution and gain new market penetration.
"Based on our success in the Pacific Rim, specifically in South Korea and Australia, we are excited to offer our premier active lifestyle brand to The People's Republic of China."
BMH is a subsidiary of UCCAL, which manages over 600 points of sale in the country for brands like Nike Sport Culture, Nike Golf, Jockey, St John, M Missoni, Fox, and Kuhle.
Everlast licensed products will be shipped to a planned 20 Everlast retail locations in the second quarter of 2008, expanding upon UCCAL's 165 brand specific retail outlets.
James Chen, chairman of UCCAL, said: "We are extremely pleased to have this opportunity to bring a truly unique, global sports brand with authenticity to our market.
"We believe that the potential for the growth of the Everlast brand in this territory is assured and we are certain that the Chinese consumer will not only welcome but embrace the brand."
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