Varlion, the Spanish producer of pádel racquets, has opted not to set up a branch office in Sweden and entrust its distribution there to Active Brands Group. According to founder Felix Regalia, who spoke with the Swedish trade publication SportFack, the accompanying marketing plan is simple: argue that Varlion’s products – thanks to innovations drawn from such unlikely sources as Formula 1 cars – are superior to its competitors’. “We are a little more expensive than others,” he explained. “That’s how it is. But, on the other hand, a pro sponsored by another manufacturer breaks over 50 racquets a year.”
Regalia founded Varlion in 1993 as a side business while working as a lawyer in his hometown of Buenos Aires. Within six months he was devoting all his time to the company. Regalia has since moved his family and company to Spain.
