Axcent Sports, the exclusive supplier of Descente cycle, run, triathlon and fitness apparel in the USA and Canada has been granted an extended license in the same categories for all of Europe including many non-EU nations, as well as Australia, New Zealand and South Africa.
Axcent Sports will leverage its strengths and success in North America into Europe where the Descente brand carries broad recognition, authenticity and a strong legacy. While Axcent Sports recognizes key differences in these two major geographical markets, there are also many similarities, permitting synergies to strengthen both markets through sponsorships, marketing, design and production.
Best Performance of Belgium, a well established distributor of famous brand names throughout the Benelux and Europe, has been chosen to head up distribution.
Hugh Walton, owner and founder of Axcent Sports, has been planning the move into Europe for over a year with his associates at Descente, Ltd. and is excited to have a distributor of the caliber of Best Performance on board. “With over 20 years of experience in distributing famous brands such as Sidi Shoes, Best Performance brings an ability to service the entire EU with service in multiple languages and superior logistics. It is not every day that an icon brand like Descente comes around and there is no doubt that Europe is eager to see the brand return.”
Mr. Hideo Kiyoshige, President of Descente North America, Descente Ltds wholly-owned ski division, helped broker the deal. Said Mr. Kiyoshige, “We are impressed with the momentum and results Axcent Sports has been able to achieve in a short time and are confident that Axcent has the right experience, business plan and team to make Descente a leader in these athletic categories here and in Europe.”
Distribution will be through a central warehouse direct to retailers, who will be serviced by sales representatives and inside customer service representatives. The license begins for the 2006 Spring season as Descente attended the most recent Eurobike show.
In Australia, New Zealand and South Africa, Descente will be distributed through Incline Sports of Australia, headed by Mr. Peter Nimmo, an impassioned triathlete and successful businessman.
