Unlimited Sports Group (USG), the large-scale Dutch sports retailer, distributor and brand owner, is setting up an international unit for both its retail and wholesale activities. It will be based in the U.K. and headed by Steve Preston, who previously supervised USG's retail business in the Netherlands and Belgium.
Preston was officially appointed as head of international brand and retail development, and he remains a member of the USG group's board.
Pascal Kouwenhoven, another USG board member, who previously led special projects, has become head of the group's retail unit. This chiefly consists of the Perry Sport, Aktiesport and Time Out chains in the Netherlands, and Primo in Belgium.
USG has grown into a group with sales in the range of €300 million last year. Beyond the Netherlands, USG has long had operations in the German-speaking countries and last year it established offices in northern Europe and in France. USG's most recent acquisitions include Tenson and Valsport.
On the other hand, at the start of this year, USG lost a distribution agreement with Under Armour in the Benelux countries. It went to Inside Brands, the Dutch company that already distributes Rossignol, Tecnifibre and more. The company has invested in marketing deals with the Vacansoleil cycling team and Roda JC football team.
Given its weight in the Dutch sports market, the USG group is seeking expansion in international markets, through acquisition of more brands and potential investments in retailing.
