Published by Saudi Gazette
ASICS opens Dubai subsidiary to expand brand in GCC region
ASICS has announced that it will open a subsidiary in Dubai, the first fully owned sales and marketing organization of the true sport performance brand in the Middle East.
ASICS Middle East LLC will launch as part of the brand’s strategy to further expand its footprint in emerging markets whilst reinforcing its premium positioning. ASICS also plans to strongly increase marketing investment in the region as well as developing direct relationships with key retailers. The Middle East subsidiary will replace current distributor Falaknaz, which has successfully represented the ASICS brand in the Gulf-region since 2003.
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 operation will be led by General Manager Cengiz Kiray, bringing with him a wealth of sports industry experience.
Kiray and his team aim to optimize existing partnerships with retailers in the region, as well as developing new direct relationships with key accounts. ASICS Middle East LLC will build on the brand’s positioning and growth in the region to date.
ASICS Middle East LLC will start selling for the spring-summer 2017 collection as of May, which will hit shelves in the region in December 2016.
The brand is confident the new organizational 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.
Triple digit growth of ‘ASICS Tiger’, the lifestyle expression of the brand, has also shown success with the sports-fashion consumer.
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. We would like to thank Falaknaz for their hard work and expertise to date. 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.”
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