SBD/September 27, 2011/Marketing and Sponsorship

Italian Sportswear Brand Ellesse Targets Southeast Asia Region

Shops in Singapore, Malaysia, Indonesia and Taiwan will open within the next two years
Italian sportswear brand Ellesse “has teamed up with the Primer Group of Companies to steer its entry into leading countries” in the Southeast Asian region in “an aggressive move to dominate the global market,” according to the MANILA BULLETIN. Ellesse Managing Dir Mike Stropforth said, “We are very committed to a strategy whereby we have set up offices in the Americas, Europe, and Asia. We have invested in a Hong Kong-based team, and have a strong presence in Japan and South Korea, and will launch in China next year. (Southeast Asia market) is controlled out of Manila through Primer.” Available in 54 different countries, Ellesse’s "recent partnership with the local retail distributor makes the brand available in the Philippines for the first time.” Stores are “opening locally this year, while shops in Singapore, Malaysia, Indonesia and Taiwan will open within the next two years.” Stropforth: “Asia has always been a big part of our long term strategy.” He added, “The brand is right for the Philippines. … This is an exciting market with a good mix of designer stores you’ll find in any country, right down to local retailers” (MANILA BULLETIN, 9/26).
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