By Staff writer
Retailer says move will take the brand to the 'next level' in the Middle East
Sports firm ASICS has announced that it plans to open a subsidiary in Dubai as it looks to take its brand to the "next level" in the Middle East.
ASICS Middle East will also plan to strongly increase marketing investment in the region as well as developing direct relationships with key retailers, the company said in a statement.
The Middle East subsidiary will replace current distributor Falaknaz, which has successfully represented the ASICS brand in the Gulf region since 2003, it added.
ASICS will be based in Dubai and will be setting up "efficient logistic operations to allow for fast deliveries to retailers in the region", the statement said.
The operation will be led by general manager Cengiz Kiray and will start selling for the spring-summer 2017 collection, which will hit shelves in the region in December.
The company said it is confident the new organisational structure will deliver accelerated growth in the Middle East region, replicating its success in Europe.
ASICS is currently in the top three sports footwear brands in Europe and is a market leader in both performance running and in tennis.
Alistair Cameron, CEO of ASICS EMEA, said: "The ASICS subsidiary in Dubai will allow us to grow the ASICS brand to the next level in Dubai and the Middle East, whilst ensuring we maintain a premium level of service for key accounts and consumers in the region.
"Going forward we are excited about replicating the success we have had in Europe, where we have more than doubled our business in the last five years, increasing our footprint in the Middle East, and building on existing relationships with key retail partners."For all the latest retail news from the UAE and Gulf countries, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page, which is updated daily.