Freegun expands sports network and develops internationally
Launched only in 2007, the brand Freegun, which originally focused on men's underwear, has quickly expanded. With a young style that mixes streetwear with sports, the brand has become quite well known among its 15-25 year-old demographic, but from now on, it aims to make a name for itself beyond its underwear. It has gradually introduced underwear lines for women and children, as well as textiles and accessories under license, building a genuine universe that has convinced large retailers to carry its products.
Freegun should consolidate its position in the French market in 2015 following a difficult year for retail, its primary channel with deals with the likes of Gémo, Kiabi and La Halle. For the channel, it has put a good amount of focus on sports networks, thus joining forces with Sport 2000 and Intersport, as well as Go Sport in 2014.
But in order to expand further (the company’s turnover is expected to reach 40 million euros in 2014), Freegun is also planning on developing its export business. International currently represents only 20% of its sales volume a structuring of its management is underway.
After having strengthened its international sales department, the Textiss-owned brand (which is also a private label manufacturer) is going to strike out into new markets. To start off with, it will focus on a strategy involving small volumes, as a test.
In 2014, several new countries were added to a list of 16 countries that it exports to, thus far dominated by Spain and Poland. China, Japan, Australia, the United States and Canada are among those with large-scale stores receiving deliveries. For 2015, several new European countries will also be tackled, particularly in the East, a targetted zone after the Polish and Slovenian locations, but Freegun will now also look to South America, particularly in Chile, Colombia and Uruguay.
Finally, its marketing strategy focused on co-brandings has been reinforced with the signing of two underwear licenses: one for Simpsons products, which will appear on shelves in September 2015, and another, following the success of a partnership with Marvel, with Disney for the release of the new Star Wars film. Freegun is also launching its own innovations, with the awaited release of its first 3D printed product.
1 euro = 1.24 US$ = £0.79
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