The Spanish outdoor brand Ternua has expanded internationally this year, especially to Eastern European markets. The company had a very successful first half of 2012, where many new contacts were made.
At Ispo in January, Ternua established a first contact with Sportrysy, a retail chain and distributor based in Slovakia. They signed a contract in spring. The company included Ternua in its product offer in six stores in the country. First deliveries to Sportrysy will be made for this winter.
The same occurred for Great Escape Himalaya , the big Romanian retail chain and distributor. The company operates four stores in the country. Ternua's distribution contract with Himalaya will start delivering the first products this winter.
Other Eastern European markets where the Spanish brand is sold are currently Poland and the Czech Republic. Negra Sport from Poland, which also distributes Marker ski bindings and the Austrian outdoor brand Northland Professional, operates only one store in Poland, while Rock Point Outdoor Concept from the Czech Republic runs 25 stores in its domestic market and distributes other outdoor brands such as Keen, Garmont, Osprey, Rafiki, Smartwool, Julbo, Tatonka, Zamberlan, Trezeta and Matt.
In the medium term, Ternua plans to enter other Eastern European markets, including Hungary, Slovenia, Ukraine, and Russia, by means of distribution partnerships. Sales in Eastern Europe now account for only 10 percent of the company's total, but the ratio should increase in the futgure.
Currently, Ternua is mainly developing its sales in Asia, which accounts for 20 percent of the company's total turnover. It is about to sign an agreement with a distributor for Hong Kong and China. The brand is already sold in Japan by Ici Ishii Sport and in Taiwan by Metroasis. In Korea, the brand is sold in 30 franchised mono-brand stores, which were opened in the last three years.
For next year, Ternua plans to develop the brand in Central Europe. The Spanish brand is considering the establishment of a subsidiary in Germany or France. From there, the brand aims to move to the U.K. and Scandinavia.
Ternua recently opened a mono-brand store in Bilboa in Spain. The franchised store is the first mono-brand store in the brand's domestic market. More franchised stores are planned for the next years.
The Spanish brand is not only expanding internationally, but also with regard to its product line. Backpacks and trekking poles were presented for the first time at this year's OutDoor show in Friedrichshafen. Ternua is currently in a selection process for a new product manager for its recently created line of accessories.