New Era recently signed new distribution contracts with Sportmaster for Russia and with MIG for Poland. The company also hired a new country manager for Italy, Cristiana Zaccarelli, who started managing New Era's Italian office in Rome last month. Previously, she worked in different positions at Nike Italy. New Era opened a new store in the Westfield Stratford City shopping center in East London, near the Olympic sites, at the beginning of June. Another store will be opened in October this year in Harrods in London, and the brand is planning to have its own store in Paris, in addition to its corner in the Citadium superstore.

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