LUXEMBOURG: Fila restructures EMEA licensing
In its first major move since repurchasing the master license for its brand in Europe last January, Fila Luxembourg has agreed several long-term licensing deals for the EMEA (Europe, Middle East, Africa) region aimed at re-establishing the firm as a premier sport lifestyle brand.
Among the deals are JD Sports Fashion for the United Kingdom, Ireland and the Channel Islands, Dosenbach/Ochsner for Europe, SportMaster for Russia and Cravatex for the Middle East (other than Israel), Northern Africa and India.
Parent company Fila Korea Ltd has spent this year restructuring the business to resolve the distribution channel confusion that has characterised the Fila brand in EMEA for the past few years.
The ultimate goal of the new licensing structure is to elevate the brand and streamline logistics in the region. It focuses on a direct to retail structure as well as developing a complementary wholesale business which will include distributors and sub-licensees.
The long term license agreements include the rights to manufacture and sell women's, men's and children's apparel, footwear and accessories.
"We are thrilled to have the opportunity to combine our Fila brand with the successful, well-established infrastructure of our new licensee partners in the EMEA region", said Gene Yoon, chairman of Fila Korea.
"Each partner has scale, performance market positioning and the ability to deliver growth in both profitability and market share, quarter after quarter. I cannot think of better broad based partners for our brand in these markets."
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