La Sportiva S.p.A has partnered with Samsung Cheil Industries, a division of the Korean conglomerate Samsung to enter the technical apparel market as early as fall 2011. In addition to making the product, Samsung Cheil has acquired the licensing rights to the line in Korea, where it will be the exclusive distributor.
The partnership combines La Sportiva’s depth of knowledge and experience in the outdoor industry with Samsung Cheil Industries’ resources and expertise in apparel research, development and manufacturing. La Sportiva will distribute this line of apparel through its international network of distributors and Samsung Cheil Industries in an effort to bring a premium line of technical apparel to the global marketplace. Through their partnership, Samsung Cheil Industries will acquire the licensing rights for this new apparel line in Korea. In addition, Samsung Cheil Industries becomes the sole authorized importer and distributor of La Sportiva branded footwear for the Korean market. Samsung Cheil Industries plans to open its first La Sportiva retail stores throughout Korea starting in 2011.
“It’s an exciting new form of business. It is our goal to bring the premium brand image that La Sportiva has established in technical footwear to the outdoor apparel category”, says Kim Sang Hyoun, Vice-President of Samsung Cheil Industries.
Building on the success of the technical footwear line in the US, La Sportiva N.A. will help to drive the direction of the global line. “The product will align with the La Sportiva brand in terms of function and use, excelling in technical mountain terrain, style and durability,“ explains Jonathan Lantz, President of La Sportiva N.A. “We are currently engaged in R&D and extensive testing of the products with the goal of debuting the line to retailers in the Fall of 2011 or Spring of 2012.”