Japanese sportswear company takes majority share in inov-8

Descente, the distributor of inov-8 shoes in Japan, Korea and Hong Kong since 2013, has acquired an 80 per cent share in the brand, which was founded in 2003 by Wayne Edy.

inov-8 CEO Gordon Baird says: “This alliance signals an exciting new phase in inov-8’s development, following a number of years of sustained growth with our current investors, Livingbridge.

“The expertise and experience provided by Descente will enhance our ability to release the full potential of the brand.

“Both companies share a philosophy based on providing athletes with the most innovative and performance enhancing products and a desire to develop this globally and sustainably.”

Descente brand skiwear is distributed in Europe and North America and year-round Descente sportswear is marketed in Japan and elsewhere in Asia by subsidiaries in Korea, China, Hong Kong and Singapore.

Currently Descente has a portfolio of 16 in-house, purchased and licensed brands, including Arena, Umbro, Skins and Babolat.

inov-8 confirmed Edy, a shareholder in the company, will continue in his role as ‘innovator’.

The business has enjoyed consistent double digit growth operating in the off-road, performance training and road categories.

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