After almost 15 years of successful sales of the Speedo brand in Scandinavia, Craft of Scandinavia AB and Speedo have ended their distribution partnership, with Speedo announcing a new distributor for the market. Craft says the move allows it to focus fully on its own brand, which has shown strong development in recent years. With only one brand in the portfolio, the company will boost that development with both expanded distribution and new products. Craft will distribute the Speedo brand in Norway, Sweden and Denmark until the end of 2022. MnO International AB based out of Stockholm will take over as Speedo’s in-market distributor from 2023. MnO was founded in 1997 by Mikael Engdahl and Ola Hultgren and focuses on outdoor, sports and fashion brands. Current clients include Under Armour, New Era, 2XU, Columbia, Mountain Hardwear, Kavu, Woolrich and Sorel.

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