Japanese activewear manufacturer, DESCENTE Ltd. is all set to launch its exclusive brand in Atlanta to retail all of its offerings in North America. The upcoming apparel brand will be called Descente Athletic Americas Inc. (DAA). The e-commerce website for the same will be made available by this year’s fall.
At present, the Japan-based company retails its products (snow line) in the region via Descente Mountain Americas (DMA), a company situated in Layton, Utah and Vancouver, British Columbia. However, the retailer has cleared that even after the launch of its latest brand, DMA will continue its operations in the country as a separate entity.
Fritz Tayor, President, Descente’s American subsidiary elucidated in a statement issued that the sportswear market is at an interesting stage where customers are either shifting towards disposable fashion or fewer but higher quality garments. “I really feel that with what’s going on in the market and with customers, there’s a good potential for us to build this new business and strengthen our grip on the market,” Fritz said.
It is important to add here that, the 83-year-old company currently operates 16 in-house, licensed and purchased brands.
Notably, the leading sportswear retailer has also announced that it will offer a much larger lifestyle collection, targeted to an aspirational urban consumer with its latest brand DAA.
This move is in line with the company’s strategy to expand its presence in the US and offer its expertise, having experience of over 80 years in the athleisure sector.
