Samurai goes consumer with BrandCo

Samurai Sportswear targets consumers after signing licensing agreement with BrandCo

Bespoke teamwear specialist Samurai Sportswear is to grow its retail presence after signing a licensing agreement with BrandCo Holdings that will see subsidiary BrandCo Sportswear Ltd (BSL) designing, sourcing and selling retail-led ranges of Samurai branded sportswear and accessories.

The five-year licence arrangement will commence from January 1, 2011 when BSL will be selling the AW11 ranges of Samurai retail products into the UK and Irish retail sports trade, for delivery in August.

From 2012, BSL will design and sell expanded retail ranges of Samurai performance and sporting apparel and accessories across Europe.

The Samurai brand is a leading brand in the teamwear market, with ranges covering rugby, cricket, hockey, football, basketball and netball. It supplies professional clubs, schools, colleges, universities and retailers.

Samurai said a number of high-profile sponsorship deals, notably with professional rugby and cricket outfits, have built a strong consumer demand for its products, leading to the decision to work with BSL.

Samurai Sportswear’s custom-made multisport teamwear will remain unaffected by the deal and will continue to be designed, sold and distributed by Samurai International Sportswear Ltd (SISL).

SISL managing director Terry Sands said: “We are really excited by what BrandCo can add by way of their expertise in designing and implementing retail ranges and help in taking our retail offering to the next level, establishing Samurai Sportswear as a consumer brand across Europe and other parts of the world.”

BrandCo managing director Martin Aynsley said: “We are delighted that Samurai have selected our new subsidiary company BSL to develop their retail led brand offering.

“We see the Samurai brand as being ideally placed to capitalise on its strong performance heritage in developing highly commercial, coordinated sportswear ranges to be sold at retail to individual consumers.”