New Balance has further extended its control over the distribution of its products in Europe. It has taken it over from Aspire Sports for the markets of the Czech Republic, Slovakia and Hungary, with effect from Jan. 1. Its business in those three countries will be run by its Polish subsidiary and its general manager for the country, Wojciech Majkut, who was the president of Tarmax, Polish distributor of New Balance until 2019. Richard Muselik, former brand manager at Aspire Sports, will take care of sales in the Czech Republic, Slovakia and Hungary. Mathias Boenke, the new senior vice president of the American brand for the EMEA region, says it will build up strongly its multi-channel operations in the territory. The brand’s expansion from the U.K. to the rest of Europe started with its takeover of the distribution in Italy in 2015, followed by Spain and Portugal in 2016, the Nordic countries in 2018, Poland in 2019 and Germany, France and the Benelux countries at the beginning of 2021.

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