The Neo fashion brand launched by the Adidas Group in 2008, mostly sold in China, India and Russia so far, is to be launched on a larger scale in Europe. Herbert Hainer, the group's chief executive, said that Neo would soon be sold in Adidas stores in Germany, and that the company would open dedicated Neo stores in the country, starting in its 10 largest cities. Since the start of this year Neo has been on offer in several stores such as Deichmann and Reno for footwear, and P&C Düsseldorf for apparel. The Neo brand is meant to compete more directly with integrated retailers such as Zara and H&M. Its sales reached about €400 million last year, and the Adidas Group's plans call for Neo's turnover to increase to about €1 billion by 2015.