Kevin Penard has been appointed as general agent for Treksta in France from the start of this year, as part of the moves being made by leading South Korean outdoor footwear brand to reinforce the distribution of its products in Europe.
Treksta's distribution in France has been supervised since its European launch by Treksta Iberia, which covers Spain, Portugal and France from a sales office and warehouse in Zaragoza. The function taken up by Penard on a non-exclusive basis is new and it comes with plans to enlarge Treksta's network from four to six agents in France by next year. Penard is a familiar name in the French sports and outdoor industry since Kevin's father, Philippe Penard, has been involved in the sports market for many years.
Treksta's target for the French market is to rapidly double sales to about 10,000 pairs. It should be aided by the introduction of a new range of hunting shoes that was launched in Spain about five years ago and has been adopted in several other European markets.
Spain is one of the largest European markets for Treksta. The brand has become established in Sweden, where it was distributed for several years by Moxter before it switched three years ago to Improve Business Scandinavian, a company set up by Mats Bengtsson, former marketing manager at Moxter. Other partnerships are active with Burton McCall in the U.K. and Tatonka in Germany. They were supervised from Germany until last year by Charly Messmer, but he has moved to a Korean textile company and has not been replaced in his function as head of Treksta's European business.
Treksta came to Ispo Munich for a launch in the second half of this year of its new Trek Spike, whose outsole features retractable spikes. The wearer may simply turn a button at the back of the heel to make the spikes protrude in case the weather turns icy. Treksta's latest models also offer Zero Tie, a hands-free lacing system.