2XU will significantly boost its investment in the Nordics following the announcement of a new subsidiary in the region.
The Australian-based business has launched 2XU Nordics AS in a bid to further elevate the 2XU brand in the region in 2018 and beyond. The subsidiary takes over management of the Nordic region from former 2XU distribution partner Enjoy Sport AS.
Paul Higgins, 2XU Global CEO said the launch of 2XU Nordics was a significant milestone in the brand’s 14-year history.
He said: “2XU launched in Australia in 2005 and in the Nordics in 2008, and has become the number one compression brand in the world and in the region.
“The demand for premium sportswear is very strong in the Nordic market, driven by consumers’ active lifestyles and appreciation of quality brands. We’re very proud of the reputation 2XU has developed in the region and very appreciative of the Enjoy Sport team’s efforts in building this success.
“2XU is enjoying incredible global growth and now is the right time to bring the operation of such a key region in-house. In addition to our global headquarters in Australia, 2XU now has subsidiary offices in three key markets around the world: North America, the UK and Japan. Launching 2XU Nordics as our fourth key subsidiary market will allow us to better serve our loyal customers and consumers. We will be able to drive improved product sell-through and make the necessary brand and trade marketing investments required to secure our future success.”
2XU Nordics will be headquartered in Oslo, Norway with regional offices in Sweden, Finland and Denmark. The subsidiary will be led by General Manager Ellen Sørum, who joins the brand following eight years with outdoor brand Bergans of Norway and five years with sports retailer Gresvig.
Ms. Sørum said the launch of 2XU Nordics would fuel increased investment in the brand within the region.
She said: “Nordic consumers know and love 2XU for its world-leading compression and high-performance apparel, but there remains a huge opportunity for our business to further increase brand awareness and education in the local market.
“The Nordics are home to the most physically active consumers in Europe, and it’s an exciting opportunity to lead the new 2XU Nordics team into the next phase of business. We look forward to driving continued growth in the region.”
2XU currently operates two Nordic outlets at Norwegian Outlet in Vestby, Norway and Hede Fashion Outlet in Goteborg, Sweden. 2XU’s range of compression and apparel is also available to Nordic consumers via the brand’s ecommerce platform and various sports retail partners.
The launch of 2XU Nordics continues the brand’s rapid global expansion. 2XU is currently present in more than 50 countries worldwide via an extensive network of subsidiaries and distribution partners, as well as a recently-launched joint venture in China.
Since its launch, 2XU has equipped athletes of all abilities to train, perform and recover at their peak across sports and activities including running, high-intensity training, cross country skiing, speed skating and various team sports.
2XU is the only compression designed and tested in consultation with sports scientists and industry experts and backed by independent research from the Australian Institute of Sport and other world-leading research teams.
2XU is the sportswear brand of choice for the world’s best athletes and sports teams, as well as lifestyle influencers including Pippa Middleton, Victoria Beckham and Hugh Jackman. Since early 2017 the brand has worked in collaboration with the YEEZY fashion label, providing its world-leading fabric expertise to the YEEZY design team.
2XU was founded by former professional triathlete Jamie Hunt, fellow New Zealander Aidan Clarke and Australian retail mogul Clyde Davenport. In 2013 global firm Louis Vuitton Moët Hennessy acquired a 40 per cent stake in the business via its Singapore-based investment fund, L Catterton Asia.
