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-By Ankita Dutta

The comfort technology business Skechers revealed that it has signed a contract to buy Sports Connection Holding ApS, its current distributor in Scandinavia. The Sports Connection company has over 1,600 wholesale clients, 58 active Skechers retail locations, and many e-commerce platforms.

According to a press statement from Skechers, Sports Connection will become a fully-owned subsidiary of the company and be in charge of spearheading the brand’s continued expansion in the Nordic nations of Denmark, Finland, Norway, Sweden, Greenland, and the Faroe Islands.

According to David Weinberg, chief operating officer of Skechers US, Inc., “with the planned acquisition of our long-standing and profitable distributor in Scandinavia, we will be integrating the Sports Connection team more closely as part of the Skechers family.” “By fusing the team’s regional know-how with our global capabilities and financial resources, we look forward to further expanding our reach in Europe.”

“We have an extensive record of partnership with Skechers,” stated Peter Jrgensen, CEO of Sports Connection, which at first was established in 1994 and has served as Skechers’ sole Nordic distributor since 2005. Jrgensen will now oversee Skechers’ operations in all Nordic nations. ” We are delighted with the advancements we have made in growing the Skechers brand as a distributor partner. We have established the infrastructure to support our extensive direct-to-consumer and wholesale exposure throughout the Nordic region, and this new organisational setup will enable us to capitalise on our efforts for future expansion. For every age and activity, the brand offers a contemporary variety of styles with its recognisable comfort technologies.

As its Nordic its head office are located in Esbjerg, Skechers plans to resume carrying out business at its previous Sports Connection offices and dealerships in Finland, Norway, Sweden, and Denmark.