CRC Sports new Speedo distributor

CRC Sports new Speedo distributor

England’s Speedo International Ltd has appointed CRC Sports Co, operator of Supersports stores, as its official importer and distributor of Speedo swimwear in Thailand, replacing Saha Group subsidiary I.C.C. International Plc.

Harry Thind, Speedo’s regional business development director, said the company chose CRC Sports because it was one of the largest distributors and retailers in Asia, with a good track record of brand building.

‘’Thailand is an important market for Speedo in Asia, and we believe in a very bright potential for our swimwear in Thailand because the country welcomes a lot of tourists and has many beautiful beaches,’’ he said.

Having Speedo swimwear under the portfolio of CRC Sports is expected to help drive swimwear sales growth at Supersports by 30% to 1 billion baht this year.

Last year, Supersports’ swimwear
sales grew by 10% to 700 million baht in the face of a weak economy and political conflict.

The good performance was credited to Supersports offering more performance items than fashion brands.

CRC Sports is a sporting goods distributor under the Central Group.

It now carries 12 swimwear brands including Speedo. Swimwear sales contributes 10% of overall sales.

CRC Sports managing director Tony Morton said the local swimwear market was becoming more competitive due to the growing number of small producers offering fashion styles as well as Chinese makers that have recently entered the market.

But the company believes it can strengthen the brand positioning of Speedo in the local market, he said.

Mr Morton said Speedo has been available in Thailand for many years and has good brand recognition locally.

It is now the market leader in Thailand, controlling 30% of the swimwear market last year, expected to increase to 40% in 2015.

Speedo swimwear is now available at 36 retail outlets of Supersports, Central Department Store, The Mall Group and Tokyu Department Store and will increase to 105 outlets this year.

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