Puma pursues independents

Puma is looking to increase its presence in the UK intimate apparel market and build a strong network of independent stockists, according to customer service supervisor Ariane Pringle.

The brand’s socks and bodywear were formerly developed, produced and distributed by Dobbotex, of which Puma owned a 51 percent share.

Puma recently bought out the remaining stake of business in a deal that was finalised on January 1, 2012.

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It is currently supporting its push into the UK underwear market with a new advertising campaign, ‘wash when dirty,’ which run for the SS12 and AW12 seasons.

Pringle said: “Initially, we have our sights set on building a broad independent distribution business in the UK.

“We see an opportunity in the market now with sports style underwear with a strong fashion twist and we think this will be the moment to put a sizeable investment towards marketing and promotional activity.”

Puma is exhibiting for the first time at the Moda trade show in Birmingham, this February.

 

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