Trends & Features

Berghaus gets bigger in Japan

Berghaus has signed an exclusive five-year deal with a new licensee that will see the brand significantly extend its reach in Japan. Arugo Active will trade in the market as Berghaus Japan, introducing products into retail from autumn 2008.

Berghaus first launched into Japan in September 2007 through premium Japanese retailer Marui, which has established the brand and provided a solid platform for the new deal. Arugo Active is a Sugarloaf Global Partners company, which has over 30 years’ experience of operating and investing in the outdoor and sports sectors.

Berghaus Japan has already started its sales, marketing and brand-building efforts in a market worth $2billion annually, and first deliveries are scheduled for September. The products will continue to be sold through retailers such as Marui, along with other outdoor, sports and lifestyle outlets. Berghaus Japan aims to increase the number of retailers listing the brand to 100 during 2008 and to 180 by the end of 2009.

“This deal is Berghaus’ second step in fulfilling our ambitions in the Japanese market,” says Richard Cotter, Berghaus’ brand president (pictured). Through Marui, we have enjoyed a successful first season and the brand is now established in Japan. Arugo Active is a highly regarded business with an outstanding track record and I am confident that the team there will build Berghaus Japan into a major force across the country.

“Already in 2008 we have signed up a new partner for Poland and seen the opening of more Berghaus stores in Korea. Now this partnership with Arugo Active is also going to play a key role in the delivery of our global strategy to become one of the world’s top five outdoor brands.”

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