Tierra, the Swedish brand of outdoor wear owned by the Fenix Outdoor Group, will be sold in Germany, Austria and Italy, starting with the spring/summer 2014 collection. The distribution in these markets will be handled by Fjällräven's subsidiary in Germany while Fjällräven's subsidiary in the Netherlands will be covering Tierra's sales in the Netherlands, Belgium, France and Luxembourg, also starting from spring/summer 2014. In order to promote the Swedish brand in eastern Europe, where the first deliveries will hit the markets in the autumn this year, Tierra is the main sponsor of the ‘Snow Film Festival', which will be organized in 140 cities in the Czech Republic and 40 cities in Slovakia. The film festival will be advertised with billboards and leaflets in the Czech Republic and Slovakia, carrying Tierra's logo. Sales representatives dedicated to eastern markets, working from the German subsidiary of Fjällräven, will handle the distribution of Tierra in eastern Europe.
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