La marque finlandaise Suunto vendue à une société technologique chinoise

Amer Sports announced the sale of Finnish sports wearable device brand Suunto to Chinese technology brand Liesheng (Dongguan Liesheng Electronic Technology Co., Ltd.). Amer is the parent company of brands such as Enve Composites, Louisville Slugger, Arcteryx, Wilson, and the former operator of Mavic. In 2018, China's Anta Sports (ANTA) acquired Amer Sports.

Selon Suunto, les deux parties ont signé un accord et l'acquisition devrait être finalisée au premier semestre 2022. Liesheng (Dongguan Hunting Sound) a été fondée à Guangdong, en Chine, en 2015, et ses produits sont vendus dans plus de 100 pays. pays du monde entier. L'une des marques d'électronique grand public, Haylou, vend principalement des écouteurs Bluetooth, des montres de sport et des produits similaires connexes.

Amer Sports said it decided to divest from Suunto when it realigned its brand portfolio. "Amer Sports' strategy is to focus on developing internationally-recognized sportswear brands in the lifestyle, apparel and footwear sectors, moving more business into the D2C (direct-to-consumer) channel, and strengthening the company's presence in large markets , such as China and the United States."

Michael Hauge Sorensen, Chief Operating Officer of Amer Sports, said, "We are well aware of the enormous potential of all our brands. Suunto, as a world-renowned manufacturer of sports watches, dive computers and precision instruments, is not a core focus of Amer Sports. After careful review, we made To conclude, Suunto needs an operator with a technological and RD foundation like Liesheng to unlock the full potential of the brand. For all parties, we believe this is a very suitable deal."

Heikki Norta, brand president of Suunto, said in a press release, "The company will continue to grow in Finland, and he does not expect this transaction to have much impact on consumers. The Suunto brand, our products, digital services, the frequency of watch updates. , data protection practices, customer support and services - all businesses will function as normal."

Norta said, "Amer Sports has helped Suunto grow and thrive with a range of family brands over the past 22 years, giving this 85-year-old Finnish sports brand the opportunity to expand globally. I am very excited to begin the next phase of my journey and Join the power of Liesheng. Our operations, markets and products complement each other and it will be an excellent combination."