Coalision Inc., which owns the Orage, Lolë and Paradox sports and lifestyle apparel brands, is merging with a French action sports company best known for its fashion underwear to create a multinational company with $110 million in annual sales.
Coalision, which is based in Montreal, said it was merging with Pull-in. While Pull-in which offers swimwear, jackets, T-shirts, loungewear and accessories, it is best known for its collection of fashion undergarments, including cotton and polyester/Lycra blend boxer shorts, briefs and base layers emblazoned with characters from Nickelodeon’s hit cartoon Sponge Bob Square Pants and Marvel Comics. Pull-in will be folded into Coalision’s Action Sport division alongside the snowsports brand Orage. Lolë and Paradox form Coalision’s Well-Being division.
“Three years ago when I joined Coalision, we had the vision of becoming a leader in the lifestyle and active sportswear industry,” said Bernard Mariette, president and CEO of Coalision. “Today I'm pleased that we have made a big step towards this goal.”
The merger aims to accelerate international sales for Pull-in, which has built its brand in large part through endorsements by action sports athletes, up-and-coming actors and other minor celebrities. Headquartered in Hossegor on the southern coast of France, Pull-in operates 14 concepts stores, including one in Las Vegas and two in Manhattan in New York City.
Isabelle Mille, who spent the last year as leader of Lolë Europe, has been promoted to the new position of vice president, retail and marketing. She has returned to Montreal and will oversee development of the Lolë brand. Coalision named former web and corporate director Pierre-Louis Lacoste to replace Mille as vice president, Lolë Europe. Under Mille and Lacoste, Lolë will continue to expand in Europe and North America and finalize licensing arrangements in Latin America.
