O'Neill takes UK into its own hands
10/12/2008
Surf, snow and lifestyle brand O’Neill is to take direct control of its wholesale business in the UK; this part of the business will transfer to O'Neill Europe from Blacks Leisure group, a publicly traded UK retail company.
The complete current sales force for the O’Neill brand in the UK will be transferred to O’Neill Europe to ensure, the company has said, consistency and continuity in the market. O’Neill UK will set up a new headquarters in the south of England.
“The transfer process is progressing well and we are pleased with the outcome”, said Andreas Adenauer, chief executive of O’Neill. “Having sales and distribution of apparel in our own hands provides us with the ability to be more competitive in the UK market, as we are operating much closer to our customers. The relocation to the south coast puts apparel close to our wetsuits business, enabling us to better operate as one brand. As a consequence, we will harmonise the business development efforts of both units, as well as efforts in quality and innovation. It will make the O’Neill brand stronger”.
The agreement signals a further step by Blacks Leisure Group towards a previously announced objective to focus entirely upon core retail expertise and operations. Both parties expect the transition to be completed by the May 31, 2009.
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