• ASICS opens Dubai subsidiary to expand the brand in the GCC-region
ASICS opens Dubai subsidiary to expand the brand in the GCC-region

ASICS has today announced that they will open a subsidiary in Dubai, the very first completely owned sales and marketing organisation of the true sport efficiency brand name in the Middle East.

ASICS Middle East LLC will introduce as part of the brand name's method to further expand its footprint in emerging markets whilst strengthening its premium positioning. ASICS also plan to highly enhance marketing investment in the area as well as developing direct relationships with key retailers.

The Middle East subsidiary will change present supplier Falaknaz, which has effectively represented the ASICS brand name in the Gulf-region considering that 2003.

ASICS will be based in Dubai and will be setting up efficient logistic operations to permit fast shipments to merchants in the area. The operation will be led by General Manager Cengiz Kiray, bringing with him a wealth of sports industry experience.

Kiray and his team objective to enhance existing collaborations with retailers in the region, along with developing brand-new direct relationships with crucial accounts. ASICS Middle East LLC will build on the brand's positioning and development in the region to date.

ASICS Middle East LLC will start selling for the spring-summer 2017 collection as of May, which will hit racks in the area in December 2016.

The brand is confident the new organizational structure will provide sped up growth in the Middle East area, reproducing its success in Europe. ASICS is currently in the top three sports shoes brands in Europe and is a market leader in both efficiency running and in tennis. Triple digit growth of 'ASICS Tiger', the lifestyle expression of the brand name, has actually also revealed success with the sports-fashion customer.

Alistair Cameron, CEO of ASICS EMEA: "The ASICS subsidiary in Dubai will allow us to grow the ASICS brand to the next level in Dubai and the Middle East, whilst guaranteeing we preserve a premium level of service for key accounts and customers in the area. We wish to thank Falaknaz for their effort and knowledge to this day. Going forward we are excited about duplicating the success we have had in Europe, where we have more than doubled our business in the last 5 years, increasing our footprint in the Middle East, and structure on existing relationships with vital retail partners."

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