Last year, the Danish sportswear brand H2O changed owners, as we reported at the time. It has now been decided that the Scantrade group will manage the brand in Sweden, Norway and Finland. It will have limited access to the related stock this summer and next autumn, but will begin taking orders for all products in the spring of 2014.
In recent years, H2O has wavered somewhat, with no distribution in Sweden where it used to have a strong position. Last year, Active Sportswear sold the brand to Contrast A/S, which formed a new company called H2O Sportswear A/S. Their plan is to build up the brand again through licensing in various countries.
For Sweden, Norway and Finland, the task has been assigned the Scantrade group. For Scantrade, this is an opportunity to broaden its portfolio into leisure and sportswear fashion. The company currently works with Umbro, Mizuno, Lowa and Proline. The group also owns Ramo, which distributes Nordica, Scott, Blizzard and Rollerblade.
H2O will be repositioned with a profile based on environmentally sustainable products and operations.
