Source: Stepping out of the shadows: our proud new brand stichd – PUMA CATch up
The best time to develop new ventures is when things are going well. The shifting of Dobotex from a PUMA owned manufacturer of licensed brands to a full blown brand is now. This is not exactly new, it’s a rebranding.
stichd has more than 500 employees and has posted double-digit growthrates every year since 2011, when PUMA took over Dobotex, its Dutch licensee, which had been making socks for the sports company since 1997.
stichd, based in the Dutch town of Den Bosch, aims to use its new corporate identity to become a globally recognised player which builds long-term relationships with brands to expand into new business areas.
This is interesting for a number of reasons. Dobotex/stichd has long been behind a number of private labels. If the brand itself is moving towards private label itself as a privately owned subsidiary of PUMA it could mean that PUMA is looking beyond athletic apparel solely as a means of generating revenue. It’s a smart play as creating a branded line, as well as creating private labels for other companies is an insulator for the shifting athletic apparel marketplace.
Use the source link to read more.