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Nadine Mather and Chloë Loubser
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Luxury distributor ups its game with new acquisition
While many companies are cutting budgets and tightening their proverbial belts, local premium goods distributor, Super-Brands, has bucked the trend with the successful acquisition of sporting goods distributor, Dunslaz, further expanding its reach into the premium goods arena. Super-Brands is best known for its electronic and home appliance subsidiary, My Appliances, and well-known brands, Sonic and Swiss Diamond.
CEO Cuan Chelin believes Dunslaz is a key addition to the Super-Brands stable.
Super-Brands will now focus its energies on marketing Dunslaz's collection of sporting brands, including household names such as Dunlop, Slazenger and Karrimor. The acquisition brings both a capital injection and renewed creative focus to the Dunslaz portfolio as the brands are able to take advantage of a cutting-edge marketing department, efficient distribution network and a host of other resources.
“We see great growth potential in these strong brands as a key addition to our portfolio,” comments Super-Brands CEO, Cuan Chelin. “We are in the business of building brands and DunSlaz boasts a collection of respected brands with impressive heritage.”
While it might bring a renewed focus to the portfolio, the acquisition will not signify a marked change in strategy. Steve Gallienne, previously part owner of Dunslaz, will be leading brand equity for the group, retaining his influence and using his 15 years of experience to guide the brands into new spheres.
“I'm incredibly excited to work with these new partners - Super-Brands has achieved great success with their current brands,” comments Gallienne. He continues, “I believe that the company has a healthy balance between experience and dynamic energy and I am proud to part of the team.”
