Lotto Sport Italia has sealed a licensing agreement with the Marketing Investment Group (MIG) in Poland, which will run for five years until 2017, encompassing all ranges of footwear, apparel and accessories. The Italian brand, which focuses on team sports and tennis, was previously sold in Poland by the Optimum Group, the Polish partner of Rip Curl, Merrell and Converse, among others.
Based in Krakow, MIG has a mix of wholesale and retail activities in the Polish sports and fashion markets. It has about 150 stores with three multi-brand banners: Sizeer for lifestyle sports; Symbiosis for fashion products; and 50 Style, a more volume-oriented chain of urban stores for fashion and sportswear.
Furthermore, MIG's wholesale arm has distribution deals with several brands for Poland: Timberland, O'Neill and New Era in Poland, as well as for Lotus and Lacoste footwear, and Head's outdoor footwear range. It also has a licensing agreement with Umbro, with design and sourcing operations that may be used for Lotto.
Lotto will be marketed as a mid-priced label, to avoid head-on competition with the leading international brands. To begin with, MIG aims to sell the brand's performance products in about 20 specialist stores, while the Lotto-branded sports lifestyle range will be sold through about 50 stores of the 50 Style banner.
Lotto enjoys recognition among Polish football players because the brand is worn by some foreign teams featuring Polish players. Just as importantly, Lotto is the brand sported by the Polish tennis player Agnieszka Radwanska, who reached the Wimbledon final last year and is the current No. 4 in the WTA rankings. Along with her sister Urszula, Radwanska is very popular in Poland.