Peak Performance, the Swedish sports and lifestyle brand, has inked a deal with Basic Group to sell its products in Italy from the start of next year. Peak Performance currently runs its own business in the country. Part of Basic's assignment is to open Peak Performance stores, which are taking an increasingly large share of the brand's distribution with 93 directly owned and franchised doors around the world.
The Basic Group is part of a structure with several firms that already distribute many brands in Italy from Haglöfs to Ziener and Chervò. The company has nothing to do with BasicNet, owner of Kappa, K-Way and other brands
Peak Performance's Italian business was formally headed by Martin Netinder, the company's international sales manager, based in Sweden. The brand's Italian customer service representative will switch to the Basic Group, which will supervise the sales agents already working for Peak Performance.
The Italian deal comes as Peak Performance is restructuring its international team after the appointment of a new chief executive, Henrik Bunge, former managing director of the Adidas Group in the Nordics, a few weeks ago. He was joined by Tobias Sachs, who returned to Peak Performance as sales director after a stint at J. Lindeberg, and who will be supervising three regional managers.
Joacim Sjödin, current country manager of Adidas in Sweden, is to head up Scandinavian sales at Peak Performance, starting from August (further depleting staff at Adidas in the Nordics, which also lost its Nordics sales director, Bo Catsmo, who became head of Esprit Nordics wholesale last month). Another manager, yet to be recruited, will supervise Peak Performance's European subsidiaries in France, Switzerland, Austria, Germany, the Netherlands and Belgium. Netinder, already in charge of international sales, will handle countries where the brand works with distributors.
Several other distribution deals are in the making at Peak Performance, particularly in Eastern Europe, with a partner to cover the Czech Republic, Slovakia and Hungary from next year. The Swedish brand has already progressed in Eastern Europe this year through its renewed partnership with PM Sport in Poland. The company, which distributes Rossignol and Quiksilver, among others, has opened five concept stores under the Adventure Sports banner, with dedicated shop-in-shops for Peak Performance and several other outdoor brands. Another two of these stores are to open in the coming months.
Furthermore, Peak Performance has launched a search together with the Swedish Trade Council to find a partner in Russia. The company intends to finalize a deal this summer, which could be either a distribution agreement or a joint venture. The same applies for the U.K., where it hopes to get a deal by the end of 2012, to get started in the market at wholesale as well as with corporate stores.