- Aug 6, 2007
We know what James will be wearing
Descente names Veltec as licencee
Clothing manufacturer Descente has announced the appointment of Veltec Sports as its licensee in North America and Europe for the brand's cycling, triathlon, running and fitness products effective February 1, 2008.
"Descente's rapid growth in the cycling, triathlon and running markets is a testament to the strength of the brand and the quality of the people and products," said Descente North America president Hideo Kioshige. "We are confident that Veltec's financial strength, strong marketing, sales and distribution capabilities will take the brand to the next level."
Descente cycling, triathlon, running and fitness apparel will be a part of Veltec's newly formed soft goods division, which has had Hugh Walton appointed as the portfolio's manager. Walton was a co-founder of Pearl Izumi and over the last five years was responsible for rebuilding the Descente brand in the cycling market.
"The combined strength of the Descente line of cycling products with the sales, marketing and distribution power of Veltec, allow us to offer world-class, high-performance cycling apparel, developed by a team of cycling industry professionals," said Walton.
Veltec currently owns Shebeest, a supplier of women's cycling and athletic apparel, and both brands are expected to benefit from operational synergies, strengths and resources created under the new soft-goods division. Shebeest will maintain its focus and independent product design, development and brand identity.
"Descente is an excellent fit with Veltec's line-up performance cycling products," said Veltec CEO Manfred J. Krikke. "As always, we aim for the highest quality products in each category and believe Descente is precisely that. We are also excited to bring on board an excellent team that has significant experience in the apparel business and are passionate about cycling."