Didriksons, the Swedish company specializing in rainwear and outdoor garments, is setting up its own sales subsidiary in the U.K. The company has hired Jon Wright, former key account manager at Helly Hansen, who started with Didriksons last month and will be working with existing agents in Scotland and the Lake District. Once Didriksons formally sets up its U.K. office, Wright will be based near London, which will make it easier for him to explore the market in the southern part of England. Didriksons is also holding talks for the recruitment of a sales agent to cover all of Ireland, where the brand is not currently represented. The last subsidiary opened by Didriksons, three years ago in Norway, helped the Swedish brand to double its sales in the country last year to reach the equivalent of 75 million Swedish kronor (€8.7m-$11.1m). The entire company lifted its sales by about 50 percent to SEK 464 million (€53.6m-$68.7m).
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