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Li Ning & L-Fashion sign a collaboration agreement
Mar '11
Li Ning Company has signed a long-term contract with Finnish L-Fashion Group concerning European distribution of Li-ning brand. Under the agreement, L-Fashion Group will be in charge of imports and distribution of the whole product range of Li-ning, excluding badminton, in selected countries. The countries appertaining to the contract are France, Germany, Austria, Switzerland, Slovenia, Croatia, Finland, Russia and the Netherlands.

L-Fashion Group will build a separate organization that will co-develop with Li Ning the collection for the European market. L-Fashion Group's local sales organizations and customer service teams will serve in local languages and both the collection and the visual message will be tailored to fit different markets and customer segments. “We want to make Li-ning the most successful Chinese consumer brand in Europe”, states Mr. Vesa Luhtanen, CEO of L-Fashion Group.

L-Fashion Group is a well-known clothing supplier in the European market where it has long established customer relationships. Furthermore, the LFG subsidiary in Suzhou, China, with modern distribution and R&D centers are a great asset for the co-operation.

”We will definitely challenge the world's biggest sports brands in Europe in years to come”, says Mr. Luhtanen. “We are extremely pleased to partner with L-Fashion Group to introduce Li-Ning to European consumers and we look forward to a great partnership and successful launch”, continues Mr. Jay Li, General Manager, International Division, Li Ning.

“By bringing in a unique approach, Li Ning will definitely create new business opportunities for the European sports distribution and offer an interesting alternative for the consumers”, points out Mr. Juha Luhtanen, Sales Director of L-Fashion Group.

The consumer launch will be in spring 2012. “We wish to work with the same positive drive, vitality and passion as what stands behind the Li-ning logo”, concludes Mr. Vesa Luhtanen.

L-Fashion Group

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