Edelweiss deal takes Millet into Korea and China
28/04/2009
Seoul-based outdoor equipment maker Edelweiss Outdoor Company has agreed a deal giving it exclusive rights to use the trademark of French outdoor brand Millet in Korea and China.
Edelweiss Outdoor is a and Millet is a French outdoor brand operated by the Lafuma Group.
This is the first such deal that Millet has struck with an independent partner.
“Globalisation can be achieved in two ways,” said Edelweiss chief executive, Steve Han, at a signing ceremony in Seoul. “We can take our brand to the world or we can work through an already established brand. We have chosen the latter course. The trademark deal with Millet is a turning point for the company and a great opportunity for growth in China and other Asian markets.”"
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