Jul 20, 2014
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Supra has big plans for Europe

Jul 20, 2014

Supra feels right at home in Barcelona. One Distribution group’s American streetwear brand is planning to open a store there in 2015, following its 2011 opening in Paris. Last year, the American group moved its European headquarters to the Catalan city.

The home of One Distribution’s new European headquarters in Barcelona. Photo DR.

One Distribution Europe, which owns clothing brand Krew, left the French Basque region for one of the most dynamic European cities, moving into 1000 square meters on two floors in the Poblenou neighborhood.

“As a rapidly growing global skateboard and lifestyle company, the move made perfect sense,” explained Gary Parsons, the group’s vice president for Europe, the Middle East and Africa. “Barcelona has deep roots in skateboarding and fashion, the major premise on which One Distribution’s brands were founded."

Supra relies on its signature styles to spur its growth. It recently launched the Skytop IV (photo).

Gary Parsons, who took over from Steve Veytia as head of the European sector at the end of 2012, pointed out that Barcelona’s accessibility and its ability to attract talent were additional selling points for the brands. The group has ambitious plans for expansion in Europe. It is counting on double-digit growth in the region in 2014, as well as an increase of nearly 10% in its overall activities.

“We aren't launching any new product lines in 2014,” stated Gary Parsons. “Given our rapid growth, we feel the need to consolidate our current position in the market and to focus on our success rather than try to launch ourselves into new opportunities. The idea is to create controlled and sustainable growth for ourselves and our partners.”

But even if it isn’t launching new products, the footwear brand is still moving ahead with its partnerships. It is working once again with G-Shock and announced a collaborative effort for 2015 with military equipment wholesaler Rothco, known in streetwear circles for its military fatigues, shorts and t-shirts in camouflage prints.

One Distribution, which has offices in the US, Spain, the UK, France, Germany, China and Australia, relies on distributors in 58 countries worldwide. It has announced its interest in entering new markets in the coming months via partnerships. For 2014, it also plans to open stores through its local partners in Mexico, the Philippines, Singapore and Japan.

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