Li Ning signs with Finnish distributor
Chinese sportswear brand Li Ning has confirmed that it has signed a long-term contract with Finland-based L-Fashion Group concerning to carry out its large-scale expansion plans into the European market.
Under the agreement, L-Fashion Group will be in charge of imports and distribution of the whole product range of Li Ning’s products, excluding badminton, in selected countries. The countries appertaining to the contract are France, Germany, Austria, Switzerland, Slovenia, Croatia, Finland, Russia and the Netherlands.
L-Fashion Group will build a separate organisation that will co-develop with Li Ning the collection for the European market. L-Fashion Group’s local sales organisations and customer service teams will serve in local languages and both the collection and the visual message will be tailored to fit different markets and customer segments, the group has stated.
“We want to make Li Ning the most successful Chinese consumer brand in Europe,” said Vesa Luhtanen, CEO of L-Fashion Group.
L-Fashion Group is a clothing supplier in the European market where it has established customer relationships. Furthermore, its LFG subsidiary located in Suzhou, China, with modern distribution centres, is a great asset for the co-operation.
“We will definitely challenge the world’s biggest sports brands in Europe in years to come,” said Mr Luhtanen. “By bringing in a unique approach, Li Ning will create new business opportunities for the European sports distribution and offer an interesting alternative for the consumers”.
“We are extremely pleased to partner with L-Fashion Group to introduce Li Ning to European consumers and we look forward to a great partnership and successful launch,” said Jay Li, general manager, of the international division of Li Ning.
The consumer launch will be in spring 2012.
