New Balance announced that it will enter a strategic partnership in Europe to bolster the brand's market share and drive sustainable growth. Through this partnership, Groupe Royer, a multi-brand distributor headquartered in Fougeres, will assume distribution rights for footwear and apparel products for France, Germany and Benelux.
“New Balance and Groupe Royer are both family-held private companies that share core values of integrity and teamwork and have a strong focus on customer service,” says Jonathan Ram, Managing Director New Balance EMEA.
Commenting on the new partnership Anne Royer, Director of Communications for Groupe Royer said: “This arrangement is a landmark in the growth and development of our company and we are delighted to be associated with the New Balance brand which contains such a rich history and has built such a loyal following. “ New Balance sales and marketing associates in France, Germany and Benelux affected by this change have been offered employment with Groupe Royer.
“The New Balance brand is well-positioned for growth in Europe in our key categories of running, wellness and lifestyle,” says Ram. “Groupe Royer's leadership and expertise in distribution and logistics will complement our team's core competencies in product merchandising and brand marketing to help us achieve the brand's goals.”
New Balance will continue to drive the brand's strategic direction, consumer marketing and regional product and merchandising initiatives out of the company's European headquarters in Warrington, UK. New Balance will also maintain its commitment to manufacturing premium athletic footwear out of the company's Flimby, U.K. factory.
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. New Balance employs more than 4000 people around the globe, and in 2009 reported worldwide sales of $1.65 billion.
The Royer Group is the number 1 in the footwear trade in France. The using of brand licences (production and/or distribution) is one of the most important points in the strategy of the Royer Group.