U.K.-based running, hiking and fitness brand Inov-8 has added France to its portfolio of European direct markets, led by Emmanuel Fedon as sales manager. Fedon lives in Annecy and brings two decades of sports industry experience to the role. He previously worked for Asics and, most recently, as commercial director for On Running in France.
Up until now, Inov-8’s business in France was handled by a distribution partner, most recently by Ricochet. However, from FW22 onwards, the country will join the U.K., the U.S., Germany, Austria and Scandinavia as direct markets for the brand founded in 2003 by Wayne Edy. Edy sold the brand to Japanese sportswear company Descente in 2015 and bought it back in 2020.