New Discovery Expedition brand to target men ages 20-45
Discovery Enterprises International (DEI) announced the launch of international retail destinations and e-commerce web sites for Discovery Expedition, the new lifestyle, outdoor apparel and accessories brand for men ages 20-45 inspired by Discovery Channel. DEI will execute a three-pronged retail strategy: an e-commerce platform, store-in-store concepts and flagship stores across Europe and Asia-Pacific.
From the end of 2011 onwards, additional language sites in Italian, German and French will launch. Beginning in 2Q 2012, store-in-store and pop-up shops will begin to launch across the continent.
In Asia-Pacific, a dedicated e-commerce site as well as flagship retail outlets and shop-in-shops will launch simultaneously in early 2012 across China, Korea and Southeast Asia. In China, signature Discovery Expedition flagship stores will open beginning 3Q 2012 with more than 200 retail point-of sale locations launching through the end of 2012. The signature stores will offer consumers an immersive Discovery-esque retail experience where they can touch and feel the brand.
“With Discovery Expedition, we have created a unique blueprint for a variety of products that can be licensed to operators in different territories and tailored to the maturity and logistical needs of individual markets,” said Nicolas Bonard, Senior Vice President, Discovery Enterprises International. “All Discovery Expedition branded products are top quality, and reflect the core DNA of the Discovery brand, embodying the spirit of adventure, exploration and innovation.”
The Discovery Expedition product line includes 25 items ranging from jackets, knitwear, sweatshirts and t-shirts, long sleeve shirts and denim trousers in a variety of bold and seasonal colors. Discovery Expedition products combine innovative technology with design excellence, creating a perfect balance between aesthetic and performance.
All products will share key design and style elements including the Discovery Expedition shoulder tag, embroidered Discovery globe and inside collar label on apparel to ensure brand consistency. The initial range launches with an Autumn/Winter 2011 men's collection, followed by a women's line scheduled for a Spring/Summer 2012 launch.
Discovery Expedition is the retail and merchandising initiative for Discovery's flagship brand, Discovery Channel. Inspired by real adventure, the Discovery Expedition brand for men ages 20-45 celebrates adventure through a comprehensive line of outdoor lifestyle apparel, accessories, camping gear and electronics. The retail launch will receive additional support from across the company's international network portfolio on/off-air as well as online.
DEI created the Discovery Expedition brand and retail extension through integrated partnerships including manufacturing, distribution and retail operations in Europe, China, Korea and Southeast Asia. The business partners will manage the day-to-day operations, develop product and control distribution of the Discovery Expedition line.