Tenson is preparing to return to the British market after the appointment of Nick Anderson as country manager for the U.K., as part of the Swedish brand's moves to expand its business under fresh ownership.
The Gothenburg-based brand was purchased last year by Nedvest Capital, after the bankruptcy of the Unlimited Sports Group (USG), the Dutch retailer, vendor and distributor that also owned Perry Sport, Aktiesport and many other assets in the sports and outdoor markets.
Tenson will return to the British market at Slide, the action sports trade fair taking place in January at the Telford International Centre, as its focus has shifted strongly to snow sports. Anderson has been appointed to supervise Tenson's sales in the U.K. while continuing to sell Reusch in the south of the country. He intends to build a sales team for Tenson in the U.K. as sales pick up.
The Swedish brand is also getting started in the French market through a partnership with Wood Agency, a company that was launched earlier this year by Greg Joly-Pottuz, to sell a raft of outdoor and snow-related brands. They include Tenson as well as Seger hats, Auclair gloves, goggles and protective gear from Bliz, SOS Sportswear from Sweden and Berg Outdoor, the brand that serves as a private label for Sport Zone in Portugal and Spain. Joly-Pottuz established Wood Agency in Albertville after several years at Rossignol, among other assignments.
As previously reported, Tenson already started building on its international business after the takeover by Nedvest. The company hired two of the managers who worked on the brand at USG, Rob van de Kamp and Frank Bussink, as joint country managers for the Benelux countries, working with two agents. Tenson went on to change its agency in Switzerland and appointed Christian Mayer, a former professional skier and sales agent for Elan, as sales manager in Austria.
These contracts fit with the brand's increased focus on the snow sports apparel market. The range is to be further streamlined after the appointment of Karin Plonaitis as chief brand officer earlier this year. She previously worked for fashion brands in Sweden and Denmark, and most recently as managing director of Panos Emporio swimwear.
Tenson has improved its sales so far this year, as it continues to rebuild its business in the Dutch market and to expand in other countries. It launched an online store in March, in English, Swedish and Dutch, with free delivery around Europe from €50.