Vernon, the Danish sports distribution company, is expanding into new markets with the help of a Russian brand of rainproof and windproof apparel, Shu. Founded in 2012 in Saint Petersburg, Russia, Shu operates three stores (in its hometown, in Moscow and in Yekaterinburg), maintains its head office in Moscow and farms out its production to China. The brand’s clothes have a minimalistic cut, with a focus on technology and design. Vernon will be selling them not just on its home turf in Scandinavia but also in Benelux, France and the U.K.
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