Thuong Dinh takes a plunge into European market
Since its arrival in Europe via France in 2009, Thuong Dinh has now decided take its products to the rest of the continent. The Vietnamee sneaker brand just took part, for the first time ever, at renowned tradeshow Bread & Butter. It also took the opportunity to reveal its latest objectives: find distributors for key markets, such as Italy, Germany and Spain. Originated from the city of Hanoi, the company’s distribution in Vietnam has been in the hands of Mike O’Rinel since 2003. Owner of a fabric of lacquered wooden objects in Vietnam, he is not only very fond of the country but also knows it really well. Anha, his French company, specialises in lacquered designer objects for luxury brands.
“We participated in Who’s Next in January 2003, but the timing wasn’t quite right. It was a little too early, just before the big sneaker boom”, he explained. After a long break of many seasons, the manager has decided to give it another go and signed a distribution license in France until 2014. Created in 1957, Thuong Dinh is currently sold in France and in the Benelux region via 6 agents and other distributors.
Mike O’Rinel’s goal is to have sold 50,000 pairs of sneakers in Europe by 2012, compared to the 20,000 that he currently sells in France and the Benelux, via one hundred or so boutiques. “Our brand has a history. Vietnam is the only country with a brand dedicated to plumfoot (an Asian sport played with a shuttlecock) and where everything is made, including rubber soles”, he said. In Europe, Thuong Dinh is sold in around 25 different models, with an average price of 55 to 59 euros.
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