Alchemy Equipment, the brand of urban outdoor performance apparel from New Zealand, is to work with a Dutch logistic partner for spring/summer 2017 deliveries. A warehouse in the area of Rotterdam will be used to have a limited stock of styles available for the European markets. Alchemy is currently supplying retailers directly on a pre-order basis. The aim is to build up a network of independent sales agents in Europe. It is in the process of signing up agents for Southern Germany and Austria, to be followed by agents for Scandinavia, the Benelux and the rest of Germany. The company, which generated total sales of €1.3 million in 2015, is about to finalize a contract with a distributor for the U.S. and Canada. About 70 percent of the company's total sales are currently generated in New Zealand and the rest of the Asia-Pacific region, while the U.S. accounts for 20 percent and Europe for the remaining 10 percent. The brand was launched last February in South Korea, where it is distributed by B&S, starting with two department stores in Seoul. Two pop-up stores were opened in Christchurch, New Zealand, in February and May. In the long run, Alchemy plans to run single-brand stores together with local retail partners in New Zealand and possibly also in Australia.

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