Speedo Announces Direct-To-Retail Plans For German Market

Courtesy of Speedo, a SwimSwam partner.

Today, Speedo, the global swimwear brand, has announced it will return to a direct-to-retailer business model in Germany. As one of Europe’s largest swimwear markets – valued at €486m* – Germany will become a Speedo priority market; with plans to increase its investment in marketing, retailer customer service and key product categories.

The German swimwear market is forecast to grow by 8.7% CAGR over the next 5 years* and, to help drive its ambitious market plans, Speedo has appointed Johannes Graff as its new head of sales, Germany. Graff, who has spent over 15 years leading sales, retail and marketing for the likes of Speedo, Adidas and Masai Clothing, joins the business in April.

Commenting on the plans, Graff said: “We believe our retail partners will welcome this announcement. It not only gives them direct access to Speedo customer services and product fulfilment, but they will also have increased access to our Speedo global ranges.”

This latest announcement follows the acquisition of the Speedo North America business from PVH Corp. by Pentland Brands and, with the Speedo global business reunited, it is now poised to realise the full potential of the iconic swimwear brand.

Kev McFadyen, Speedo global brand director said: “For almost 100 years, Speedo has been driving the sport of swimming forwards. Having identified Germany as a priority market, we want to ensure our business is set up to best serve our German customers and swimmers. Moving to a direct-to-retailer model and doubling down on our investment will ensure that, together, we continue to make waves in Germany.”

The decision follows on from Speedo’s successful nine-year distribution partnership with Oberalp Group and marks the next chapter in the Speedo story in Germany.

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